IT'S ALL ABOUT THE BRAND! *****You hear people talk about them as if they are old friends. They're described as being reliable, truthful, and dependable. People often quote the length of time they have known them and frequently express the hope that they'll never change. *****But the friends we're talking about aren't people. They are something called brands. And just like people, they have personalities, they have dimension, they are records of success and sometimes failures, but, for the most part, once they have established a relationship with a consumer, only a catastrophic miscalculation or serious quality problem can break the bond. It is the single most important asset a company can have. The name "Oreo" is worth fives times more than the capitalized value of all the bakeries that make these classic cookies. *****And don't ever let anybody tell you this consumer/brand relationship can be built in matter of weeks just by telling people your brand exist. Once again, just like people, brands need to be developed, nurtured, and guided to be productive and profitable over time. Most important of all, they need conscientious, dedicated people to watch over them. Years ago, these people were called the conscience of the brand. Today, we have another name for them. *****At A.J. Ross, we call it them 360° Brand Stewards, a proprietary way of thinking and working. It requires a partnership between our agency and your company, a commitment to creating, building and nurturing the BRAND. Together we must consider all the different opportunities threats, possible responses, and business building issues that confront us, the full 360°. Wherever the brand meets the customer, in whatever format, on any media, we have to be there, presenting attention-getting messages that deliver consistent promises. Often this is accomplished by creative work that enriches the image and brand identity we want to create. It is also accomplished by people working together, all on the same page, with clear goals and objectives. It means never taking our eyes off the brand. *****At A.J. Ross, the 360° Brand Stewardship Program encompasses the full range of services required to create and implement a complete Advertising/ Marketing program. You'll have the chance to meet with the professionals who will not only make it happen, but who are also acutely aware of the importance and relevance it has to you and your business.