Merton Way's approach to branding is one-third fairy dust, two parts forensics. We start with the science, interviewing your market's top subject matter experts. We may reach out to analysts who cover your space, influencers, buyers, and study competitors or substitute products and services.
Wild ideas and out-of-the-box thinking also play a role, so we fully understand where to aim our creative energies.
Developed over 20 years with Fortune companies and startups, The Legacy Brand is Merton Way's proven framework for branding and re-branding.
Some gravitate to "the brand story" and "brand persona" as their recipes. While novel and popular, Tim Gilbert, founder of Merton Way, cultivated The Legacy Brand system over two decades. It is research-based and has been applied throughout his career as a chief marketing officer, president and chief executive officer.
The Legacy Brand is a process that consists of executive workshops coupled with research and creative development to brand or re-brand a company or product. Rather than focusing on graphics and slogans, The Legacy Brand starts and ends with the organization's DNA, what it truly stands for and delivers, in context of the market's demands, trends, competitors and substitutes.
Gilbert developed The Legacy Brand framework while working with IBM, Toyota, GE Medical, Gieseke-Devrient Gmbh, Dana Corporation, Kaplan Inc., Campus Management Corp., Roche, and dozens of other publicly traded companies, non-profits and startups.
Merton Way tailors The Legacy Brand process to each client's brand or portfolio. Their market scenario may call for variations. One global Tier 1 auto supplier had dozens of brands and sought to rationalize them to fewer brands. Another client who received funding needed every ounce of attention on how to distinguish themselves against a single well-entrenched competitor.
While the principles of the framework remain the same, each client's goals and scenario may call for unique research and deliverables. Merton Way will design the engagement to ensure the right outcomes.
Our mission is to achieve practical outcomes that speak to your markets and customers.
Everyone loves solid, creative branding. We know great creative when we see it. At the same time, art for art's sake benefits no one in the world of business. Count on Merton Way for a look and feel that is founded in research. We seek first to truly understand you and your market. We pride ourselves on content that is polished and reflects the lexicon of your space. We team with each client to produce authentic, original creative that grabs the attention of buyers and influencers. And yields results.
Let's be honest. At 18%, marketing departments have the highest turnover rate in the United States. Merton Way is a stabilizing force that's creative and cost-efficient. As your transparent partner, we complement internal teams with our fully-managed, integrated model. Let's talk.Request A Quote