Welcome to “Brand Champions,” where we dive deep into the art and science of building unforgettable brands. Join us on Advertising Champions TV as branding gurus share their secrets to creating brand loyalty and driving impact. Discover the strategies behind iconic brand stories and learn how to stand out in a competitive marketplace. Today, our host, Janine Hogan, spoke with Rick Sanchez.
Rick Sanchez
Managing Partner / Founder at Easton Partners LLC
Website Address: https://www.linkedin.com/company/eaton-partnershttps://
Short company description:
Easton Partners is a strategic marketing consultancy specializing in customer acquisition, performance optimization, and growth. We partner with direct advertisers, agencies, lead generators, and aggregators to improve marketing performance and help organizations achieve their customer acquisition goals and objectives.
Our approach combines strategic insight, performance data, and operational expertise to evaluate and optimize the key components of the customer acquisition ecosystem. We work collaboratively with our clients to identify opportunities, address inefficiencies, and develop solutions designed to improve performance and maximize return on investment.
Wil Seabrook
Founder and CEO of Light Touch Media Group
Website Address: https://lighttouchmg.com/
If you had one message to get across to future customers, what would it be?
Sanchez: Let me help you acquire customers with less financial risk that the traditional media buying and agency model
What differentiates you from the competition?
Sanchez: Relationships that I have built throughout my 20+ years in the industry. No technology can take away those relationships
How do you help a brand maintain consistency across multiple channels and platforms?
Seabrook: We’re very good at adapting basic branding guidelines and the ‘voice’ of the brand throughout multimedia presentations. Deeply understanding the brand, their audiences and their value to that audience allows us to be consistent. We are first and foremost advocates for our client’s customers.
Can you share a rebranding project that taught you valuable lessons about brand identity?
Seabrook: We helped Edelman produce a thought leadership video series for Shell Aviation that markedly changed perception of the brand within the aviation industry. They became true thought leaders by asking tough questions and engaging in robust conversations. People value real insight and candor. That gave me faith that focusing on being genuinely helpful will garner praise and attention.
What strategies do you use to build and maintain brand loyalty in a competitive market?
Seabrook: Taking the time to really understand the specific needs and wants of that client’s ideal customer, and focusing all communication efforts towards reinforcing the brand as a genuine solution to their specific needs.
What’s your approach to navigating a brand crisis and rebuilding trust with audiences?
Seabrook: Just as in personal or professional relationships, it’s vital to own your mistakes without wallowing in self-pity or recrimination, and then focus on the future. What’s going to change? How are things going to improve? How are you going to ensure that things will be different moving forward?
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