63 items found
- The Unmarketing Agency Featured on Clutch as a Leading 2022 Branding Agency in Singapore
Meaningful Stories are at the heart of what our team does. The Unmarketing Agency is a branding agency with a passion for creative storytelling, and crafting memorable brands and experiences. We work closely with our partners to identify their strengths, and we help them communicate their unique selling points. We do not just market — we help brands connect with their customers. For us solving business problems through meaningful design is a collective motivation for us to keep doing what we do. As such, we’re delighted to share that we’ve been recognized by Clutch, a B2B firm that connects businesses with service providers. Clutch’s 2022 research says that we’re currently one of the top branding companies in Singapore! “This is a validation to us that our unique approach in helping clients articulate their branding and messaging, and developing poignant stories that are meaningful to their customers, really does work.” Gladwyn Lewis — CEO, The Unmarketing Agency Clutch.co is committed to helping small, mid-market, and enterprise businesses collaborate with capable solutions providers. Each year, the B2B platform highlights the top companies by industry and location. To be eligible for a Clutch Leader Award, companies must exhibit an unusually high ability to deliver top-tier work to their clients. Receiving this award is no small feat, and we’re extremely appreciative of this recognition. Let's get started with your project, and see how we can help you craft a signature brand and stories to better connect with your audiences/consumers.
- How centerstage should your Sonic Identity be?
Now obviously when I am talking about Sonic Identity, I don't mean this Sonic. Although it is quite often confused with Sonic the Hedgehog. Sonic Identity is the audio component of everything associated with your brand, hence Sonic or Audio Identity. And we have written a couple of pieces on Sonic Identity earlier, that I feel you should read, especially if the linguistics surrounding Sonic Identity is yet a bit vague to you, and not clearly articulated. Are you an ambitious brand? Here's a challenge, the most notable brands that have dabbled in Sonic Identity, and successfully I might add, are Brands that have Ambition in my opinion. Brands that are willing to push the boundaries in their interactions/perspectives with their audiences. It doesn't have to be B2B or B2C, there are notable sonic implementations across both sectors that have done it remarkably well. For example, Mastercard, Shell and Apple have been consistent in retaining top place in the audio brand index. Sonic also has been used very well by Aircall, a company that provides cloud-based phone systems and contact centre solutions. In fact they went a number of steps further, in developing a sonic identity that showcased its technical solutions, as well as energy, creativity and people. To us Sonic Identity is a great team building exercise, getting into music and sound textures that inspire people, and asking the deeper questions like why and how. It's a great insight into having both the client side and the agency side working together, playing around with multiple layers to express your company's identity in the both basic and fundamental of all senses, hearing. But does Sonic Identity help your bottomline? Well Best Audio Brands report debuted in 2019 and it quantifies a brand’s audio performance against criteria including customer trust, recognition, efficiency, and engagement. When it comes to recognition, the report showed industry sectors to score the highest for audio branding are luxury goods, automotive and energy. In contrast, those sectors scoring highest for trust are energy, travel and restaurants. Remarkable, so there is data that fundamentally supports our hypothesis, Sonic Identity is a great tool in a brand's marketing arsenal. The Meteoric Rise of Sonic Branding While Sonic Branding has seen a meteoric rise in the last couple of years, it is yet not ubiquitous, and this presents a challenge to agencies like us, especially in educating prospects and our existing clients on the fundamentals of Sonic Identity and its usage in today's brand landscape. To me, and to a certain extent to us at the Unmarketing Agency, it's all about fleshing out your brand’s DNA, values, history and purpose. What makes you different from it's competitors, and what does your brand truly stand for? Then we take this insights and word cloud, and dig into the outcome. Transposing this research, benchmarks, discussions into a tangible asset, looking for the right sounds that fit into it, and creating a series of sonic templates that communicate the emotions clearly. But why is sound so important? In the race to capture eyeballs, attention has taken a backseat, although, hopefully for not too long. People react to a new sound up to 10 times faster – about 30 milliseconds – than they respond to a visual stimulus. The way our brains process sound is also more linked into subliminal processes than conscious thought. And then there is again research that actually supports this. Man Made Studios showed subconscious reaction to sound is responsible for 86 per cent of our decision to engage (or avoid) an associated experience. Even an Ipsos study into distinctive brand assets, showed that across more than 2000 video advertising pieces of creative, sonic brand cues were 8.53 times more powerful than visual brand assets tested in terms of performance. Audio is already ubiquitous in our lives While audio is not ubiquitous in brands, it is prevalent across our modern lives. Over 60% of US consumers listen to podcasts, and it's usage in our daily lives has doubled in the last couple of years. Top of it over 80% of internet savvy folk, are aware of podcasts today, and in some geographies like Australia, over 91% are aware of podcasts. In the old hey day of the advertising days, we knew that a good music score could significantly elevate an ad. The combination of music and voice was always found to make an ad more memorable and emotional. Let's put it this way, with our collective shorter attention spans, and multiple media platforms clamouring for our attention, any brand that embraces sonic at its very core, will always be in a distinct advantage over the rest of the crowd. Sonic Identity is not about how loud your brand is, but about how consistent your brand is, to its consumers across all its touchpoints. Add as many senses that you can affect in all the touchpoints, you've got yourself a winning formula there. Sonic branding is where you take the characteristics and find something very unique when they’re blended. It’s like a custom pair of shoes – it’s not going to sound like anyone else Understanding a brand's sonic identity is way more complex that just a sonic logo, or a jingle. Its the emotional response and the connection that is made with the consumer because of the added 'hearing' sense layer. One classic example of a brand that did this successfully is Mastercards' Sonic Identity at Checkout. While it sounds so simple, it's execution was an all encompassing, comprehensive, global project. The melody was developed in partnership with musicians, artists and agencies globally, including Linkin Park’s Mike Shinoda, and adapted to harness operatic, cinematic, playful and regional styles. The core 8-bar melody has been extended across a range of assets including musical scores, advertisements, sound logos, ringtones, hold music and point-of-sale sounds. Let's face it Sonic is already centerstage, the challenge is how to leverage it best for your brand. From mobile apps, to mobile devices, diabetic devices, and your home, with your Smart TV, there are elements of Sonic Identity at play all around you. Our open challenge, time to elevate your brand And yet only 20 of the Fortune 500 companies have a sonic logo in place, and probably less than 10 have a serious sonic strategy. Maybe its time to change the tables, and really make sonic identity a bit more mainstream than it actually is. If you consider yourself to be a part of an ambitious brand, and are looking for your own unique Sonic Identity, get in touch with our team, and let's work together.
- The Strategy Formula
Strategy is one of those words that’s used and abused to make things sound very important. Guess what, strategy is actually really important! For those who don’t really get into strategy, it can be complicated at best and intimidating at worst. I don’t think “strategy” can be entirely taught as it relies heavily on empathy, creativity, communication and perspective. Strategy is not a plan. A list of actions/tactics with timelines and set resources is a plan. Strategy is much more than that. Strategy is like a bridge that takes you from where you are to where you want to be. I’ve always wondered if strategies could be developed based on formulae. I don’t know what I don’t know, but I know I am on to something with my random obsession with defining a formula for strategy. (Empathy + Creativity + Storytelling) x Perspective = Strategy Let’s break down each variable in the strategy equation: Empathy - The information Empathy is that one thing everyone talks about and it’s critical for you to understand the context, people, places, etc. Empathy has 2 parts to it here: You gather data by being empathetic You analyse data in an empathetic manner Creativity - The thought I think Einstein said “creativity is intelligence having fun” because you are creative when your cognitive abilities are fuelled by critical thinking. Creativity requires problem-solving based on insights via divergent thinking and convergent thinking. A positive mindset is essential for creativity. Storytelling - The voice “Stories are a communal currency of humanity”, through stories you can use the power of persuasion to bring people together and back your cause. Your narrative is the key to unleashing your strategy and applying it. Telling stories is human. Perspective - The multiplier Perspective is strength. Perspective helps you with exponential growth. Perspective matters the most. Everything in life is a double-edged sword, and so is perspective. Before you get too excited about gathering random people with varied perspectives, here is a quote that I recently came across: “Your perspective will either become your prison or your passport” This means that if you get perspective wrong, your perspective multiplier in the formula is <1, meaning, your strategy fails, so do the math! How does it all come together to form a strategy, you ask? It’s an equation so it surely must be measurable - “measure twice, cut once!” Empathy helps you gather and comprehend the dots - perspective teaches you to be empathetic. Creativity is connecting the dots in a meaningful way - perspective helps you find the right dots to connect. Storytelling sets the narrative for the connected dots - perspective helps you craft that narrative. Narratives have the capacity to transcend beyond the typical human life span and take their spot in history and you see what perspective does, right? Now, strategy is the result of all the different perspectives you've gathered all your life and put together to form a plan that will help solve a specific problem. In other words, strategy is what you do when you want to change what you're doing. Strategy is what aligns you with external changes, and enables you to adapt and make the most of your situation. I would define strategy as the culmination of all the perspectives you’ve gained to develop an approach that solves a specific problem. In business and life: Vision Mission Strategy Roadmap Plan & Tactics Execution Support If you take a closer look at the above list, Strategy bridges the gap between what you want to do and what you are currently doing. The quality of your strategy is reliant on a few things: Perspective & Empathy Relevant experience A certain level of skill External forces (market trends, stakeholders, capital, etc) Communication The above factors keep changing. Strategy is not something that you develop once and will remain constant. It should be dynamic and adaptive in nature. Since we all know that change is the only true constant, you can plan around it. You need to optimise your strategy to adapt to changes in your ecosystem, and we all know that “change” is the only true constant. So, always strategize but don’t get stuck in that limbo between thinking and doing, keep moving! “Strategy without execution is useless—Execution without strategy is aimless.” Cheers! Contact: Varun Mallapragada firstname.lastname@example.org https://twitter.com/varunm30 https://www.linkedin.com/in/varun-mallapragada/
- Storytelling Case Studies | The Unmarketing Agency | Singapore | Dubai | USA | UK
LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Elevating a financial institution to represent more than just money Elevating a financial institution to represent more than just money LEARN MORE Branding, Product Design, Storytelling Branding, Product Design, Storytelling How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? How do you embed the story of a city in over 100 million devices, reaching 180 countries around the world? LEARN MORE User Experience, Branding, Storytelling User Experience, Branding, Storytelling Refreshing the image for a made-to-measure menswear company Refreshing the image for a made-to-measure menswear company LEARN MORE Branding, Storytelling, User Experience Branding, Storytelling, User Experience Meeras, Dubai's best kept secret, that's no longer a secret anymore Meeras, Dubai's best kept secret, that's no longer a secret anymore LEARN MORE Storytelling Storytelling Connecting Singapore with the stories that helped shape the nation. Connecting Singapore with the stories that helped shape the nation. LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Uncaging local talent whose approach to their craft serves a good cause. Uncaging local talent whose approach to their craft serves a good cause. LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Why are we so afraid to follow our dreams? Why are we so afraid to follow our dreams? LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. STORYTELLING CASE STUDIES Branding (6) All (12) Storytelling (8) User Experience (5) Experiential Marketing (5) Product Design (3)
- START YOUR PROJECT | The Unmarketing Agency | Singapore | Dubai | USA | UK
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- Experiential Marketing Case Studies | The Unmarketing Agency | Singapore | Dubai | USA | UK
LEARN MORE Branding, User Experience, Experiential Marketing Branding, User Experience, Experiential Marketing How do you rebrand Dubai's Favorite Beach? How do you rebrand Dubai's Favorite Beach? LEARN MORE Branding, Experiential Marketing Branding, Experiential Marketing Street wear, kicks, art and so much more, meet the new Dubai Street wear, kicks, art and so much more, meet the new Dubai LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Uncaging local talent whose approach to their craft serves a good cause. Uncaging local talent whose approach to their craft serves a good cause. LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Why are we so afraid to follow our dreams? Why are we so afraid to follow our dreams? LEARN MORE Storytelling, Experiential Marketing Storytelling, Experiential Marketing Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. Introducing a series of Silent Heroes who not only #UNCAGE but also contribute to society. EXPERIENTIAL MARKETING CASE STUDIES Branding (6) All (12) Storytelling (8) User Experience (5) Experiential Marketing (5) Product Design (3)