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DESCRIPTION
Maxwell+Miller is a brand communications firm in Kalamazoo,MI. We give our clients a competitive edge by positioning them as uniquely qualified to meet their customers\' needs; then conveying that message through online and traditional media. Our customer-oriented approach has been proven successful with both consumers and business-to-business clients.TRANSCRIPT
We bringBRANDS
to life.
Agency Overview
Maxwell + Miller:
+ Serves business-to-business and consumer clients.
+ Provides strategic branding, print, broadcast
and interactive services.
Some of ourmarketing
partners
+ Consumers Credit Union
+ Kellogg’s
+ Whirlpool
+ Amana
+ Petoskey Area Visitors Bureau
+ Kalamazoo County Visitors Bureau
+ Wright Coating Technologies
+ Harold Zeigler Auto Group
+ The AccuMed Group
+ Burr Oak Tool
+ Odawa Casino
+ Western Michigan University
+ Rose Street Advisors
+ Equity Management Inc.
We bring brands to life.
At a time when many products and services seem alike,
what customers think and feel about a brand
often determines why one is chosen over another.
WHAT EXACTLY IS A BRAND?
A BRAND IS A PERSON’SGUT FEELING ABOUTA PRODUCT, SERVICE,OR ORGANIZATION.
…………………...[
It’s a GUT FEELING because:
+ People are emotional, intuitive beings
+ Brands are defined by individuals, not companies, markets or the public
It’s not what you say it is.
It’s what they say it is.
What they say depends on
a clearly defined perception
of your brand.
So it’s important to ask…
Can your brand be put into sharper focus?
That’s where we come in.
We bring brands to life
We’ll give you a competitive advantage
by clearly positioning your company
as uniquely qualified to meet the needs
of your customers.
We’ll focus on:
1. The one determining factor that will separate your company from the competition in the minds of
customers.
We’ll focus on:
1. The one determining factor that will separate your
company from the competition in the minds of customers.
2. Clearly communicating that brand position so when customers
think of your company, they’ll say:
“I get it. I like it. I’ll buy it from you.”
Simplify
Simplify
We take the customer’s point-of-view
to create ideas that are
easy to understand, like, and act upon.
Creativity is what gives brands their traction in the marketplace..
Success Stories
Consumers Credit Union
The challengeThere is a sameness to most all credit union branding
based upon “local” and “friendly.”
The solutionBrand Consumers Credit Union as the one that is most
responsive to its members’ needs and wants.
You ask. We act.
Creative and media tactics
TRADITIONAL MEDIA
Newspapers
Magazines
Event programs
Yearbooks
Direct mail
Radio
Posters
Newsletters
Credit card/checking
statement inserts
Trade show booth
Drive-thru signage
Meijer register coupon
ATM screens
In-branch video screens
Videos
NEW MEDIA
eNews
Web banner ads
On-website graphics
Website design
Twitter feed
Facebook page
Facebook ads
Pay-per-click
Rose Street Advisors
The challengeRose Street Advisors was previously part of PNC Bank.
Now, as an independent firm, they need to differentiate
themselves from others in the financial services industry.
The solutionBrand the firm as specialists in insurance, investments and
benefits who share their areas of expertise to bring unique
opportunities to discerning individuals and companies.
Thermo Fisher Scientific
The challengeThe PrintMate specimen cassette printer, as well as its
competition, was promoted on speed and accuracy.
The solutionWe found that because lab counter space is at a premium,
the smaller size of the unit is its biggest benefit. That’s our
brand connection.
Equity Management Inc.
The challengeSan Diego-based EMI is the world’s largest trademark licensing
company. They needed materials to help sell trademark licenses
for their national blue chip clients.
The solutionMaxwell + Miller pinpointed the brand equities of a diverse line-up
of trademarks; then communicated the inherent imagery of those
equities in a way that showed the advantages of trademark licensing.
The Petoskey Area Visitors Bureau
The challengeThe Petoskey Area competes with the more “touristy”
destinations of Traverse City and Mackinaw City.
The solutionNorthern Michigan beauty with charm and a touch of
class; a place where memories are created.
The Petoskey Area Visitors Bureau
The logo:A casually upscale brand identity that reflected the area’s winter
and summer appeal.
Print ad
Web banner Web
Creative and media tactics
COLLATERAL
Print brochures
Interactive brochures
Print-on-demand brochures
Coupons & vouchers
MAGAZINES
Consumer
Travel trade
NEWSPAPERS
DIRECT MAIL
OUTDOOR
ONLINE
Banner ads
Facebook ads
Google ad network
Mobile ads
Mobile couponing
eNewsletters
LOCATION-BASED ADS
Facebook Places
Foursquare
Google Places
SCVNGR
Yahoo Local Business
Yelp
Uncle John’s
The challengeUncle John’s was introducing a completely new line of hard cider.
It required strong branding to gain awareness, acceptance and
broad distribution among retailers.
The solutionLeverage the Uncle John’s brand equity of down-home, farm-fresh
goodness in everything from label design to coasters.
Once again…
Can your brandbe put intoshaper focus?
We bring brands to life
We’ll give you a competitive advantage
by clearly positioning your company
as uniquely qualified to meet the needs
of your customers.
So customers will say:
“I get it. I like it. I’ll buy it from you.”
We bringBRANDS
to life.