Brands Drive Change
At the Value Engineers we believe that brands change behaviour, brands change markets, brands can change the world.
We believe that in a complicated world you should simplify as much as you can but no more.
Thirty years ago, Ries and Trout said that, “In an over-communicated world you need an over-simplified message”.
This need for simplicity has led to the singularization of marketing – the core target audience, the killer insight, the-single-thing-you-most-want-to-communicate and the big idea. The reality of the world in which modern marketing operates is that it is characterized by multiplicity. Multiplicity of target audiences, multiple touch-points and multiple need states.
Companies need to address these multiple target groups and cross need states, categories and countries simultaneously and do so in ways that are coherent yet flexible. We’ve developed tools and approaches that help marketing teams handle multiplicity, without losing clarity or control.
We believe that bringing people with different views and backgrounds together best delivers value for our clients. We believe our best work comes from collaboration with our clients and amongst our teams to deliver clear thinking and a shared sense of purpose.
It is all about bringing the right breadth and depth of experience together so that you approach challenges from multiple perspectives to deliver what we call ‘out-thinking’. The people at TVE have many different backgrounds and expertise. Some were once clients, management consultants or ad-men; others scientists, statisticians or authors before embarking on creating value for clients through brands and branding.
Our style is therefore open and collaborative.
We believe that marketing doesn’t always have absolute laws. It has principles, guidelines, even some norms but it isn’t a pure science – it’s messy, constantly changing, ambiguous.
Many people like rules. Rules provide order, structure and predictability. They make life easier. Unfortunately, in marketing and branding there just aren’t any. For every branding law there are exceptions; for every rule there is at least one brand which breaks it. We enjoy bending and breaking so-called rules.
We believe, therefore, that you have to explore options. You shouldn’t stop when you find one good answer. You need to generate and explore a range of options before identifying the one that is best for the brand and its particular challenge.
So we aren’t yes men or women; we are constantly curious, challenging assumptions and challenging the status quo in the search for new and better answers.
Ok – so we know we all have a job to do and that ‘fun’ cannot be enforced, but everyone who works here should be helped to enjoy what they are doing. Enough said.
If you see a Value Engineer who isn’t enjoying what they are doing – please help us and them by letting us know – thanks.