Colman Brohan Davis Re-brands as CBD; Makes “Market What’s Meaningful” its Mantra for Deepening Customer Engagement

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Chicago marketing and advertising agency Colman Brohan Davis, Inc. has re-branded itself CBD, launched a new website and identity, and elevated long-held practices at the agency for building more intimate customer relationships with a formal positioning of “Market What’s Meaningful.” The statement sums up the agency’s passion for uncovering and articulating customers’ emotional motivations for their purchase of B2C and B2B products and services.

'Market What’s Meaningful' speaks to CBD’s long-time expertise in leveraging customers’ emotional drivers - those things that are truly meaningful to them that affect how and why they buy.

Chicago marketing and advertising agency Colman Brohan Davis, Inc. has re-branded itself CBD, launched a new website and identity, and elevated long-held practices at the agency for building more intimate customer relationships with a formal positioning of “Market What’s Meaningful.” The statement sums up the agency’s passion for uncovering and articulating customers’ emotional motivations for their purchase of B2C and B2B products and services.

“We’re certainly excited about the evolution of our brand and identity,” says CBD’s Co-CEO, Lori Colman. “But we’re equally excited about bringing clarity and attention to a point of view that’s been part of our agency DNA for our 20-plus years in business. ‘Market What’s Meaningful’ sets us apart as an agency and speaks to our expertise in leveraging customers’ emotional drivers - those things that are truly meaningful to them that affect how and why they buy.”

In fact, CBD has built strong practice areas to mine the customer insights that enable a “Market What’s Meaningful” approach. The agency has a senior management team devoted to full-service research capabilities, brand architecture and messaging, and business strategy modeling. In addition, CBD has developed Pulse™ as a proprietary service for monitoring and analyzing brand-relevant opinions and comments as expressed in traditional, online and social media.

The agency calls their approach “customer centric at the very deepest level” and a path to uncovering insights that build a bridge to the wants and needs of customers, who can then be visualized and addressed personally rather than as a generic group.

“Rational purchase drivers like price, features and benefits are clearly still relevant,” observes CBD Co-CEO Liz Brohan. “What we add are insights and messaging that can resonate at a truly heart-felt level, regardless of what the product or service is, and whether it’s sold to a consumer or business prospect.”

Brohan notes that when clients embrace “Market What’s Meaningful” as an approach, it results in benefits across an organization. “The customer insights and ‘aha’ moments needed to deliver on this strategy certainly impact marketing decisions, but can also be very important to sales, customer service, public relations, manufacturing and even HR,” she concludes.

A banner ad campaign, “Passion Makes a Comeback” is supporting CBD’s “Market What’s Meaningful” positioning. CBD’s website has also been refreshed with a new creative look and feel, as well as a richer sampling of creative and thought-leadership content. A new CBD White Paper “Market What’s Meaningful,” a guide to the importance of utilizing this approach, is available to download.

About CBD: Founded in 1992, CBD is a B2C and B2B advertising and integrated marketing agency that clarifies and articulates what's most meaningful about brands products or services to build more intimate and profitable relationships with customers. Based in Chicago, it serves national and global clients and has been a designated “Top Agency” by BtoB Magazine for the last six years.

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Jean Ban
CBD
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