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Figure AI's Figure 1 humanoid robot
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AI gets real: How it changes our world and why we need new universal rules

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The philosophy of minimalism in brand design
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The philosophy of minimalism in brand design

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Do consumers really care about ethical branding
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Do consumers really care about ethical branding?

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Understanding the cognitive factors that shape consumer brand associations
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Understanding the cognitive factors that shape consumer brand association

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The secret weapon in branding: How to turn your workforce into your brand ambassadors
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The secret weapon in branding: How to turn your workforce into your brand ambassadors

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Navigating trends: Timeless vs trendy branding

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Building trust in the digital age: Strategies for authentic branding.
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Building trust in the digital age: Strategies for authentic branding

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  • Employee believer profile

    Employee believer profile

    Define your ideal employee, strategically aligning your workforce with your company’s goals to enhance employee engagement and retention, and foster a positive work culture, resulting in a strong employer brand.

    An employee believer profile helps your organization define your ideal employee, allowing a company to strategically align its workforce with its goals, enhance employee engagement and retention, foster a positive work culture, and build a strong employer brand. Employee believers are communities of current and potential employees strongly connected by shared values, views or interests in relation to working at a brand.

    The employee believer profile is to delve into the values, aspirations, motives, and traits of employees and candidates, identifying what attracts and keeps them in their jobs. It involves examining commonalities and differences between various employee roles as well as understanding how employees make decisions, balance functional needs with aspirations, and identify their emotional desires and work-related identity.

  • Employee experience management & governance

    Employee experience management & governance

    Activate and sustain your communications and culture with the Employee experience tools needed to implement and operationalize your overall employee experience with confidence.

    Your employees and workplace culture are the primary levers for companies to become and sustain success—ones that affect everything from your customers’ experiences to your business’s resiliency in today’s ever-changing world. Great purposes, values and employee value propositions are only valuable if they are well activated and operationalized within your organization. We give our clients the culture and communication management tools that provide the details needed to implement and operationalize their culture strategies and employee communications with confidence.

    With our workplace culture and communications governance solutions, we help develop systems and workflows that enable and empower people throughout the organization to be effective stewards of your employees and the culture you are creating.

    • Culture and communication management tools
    • Culture platform playbook
    • Messaging and campaign playbooks
    • Employee communications visual identity guidelines
    • Employee communications voice and tone guidelines
    • Intranet content governance
    • Culture governance
    • Leadership and manager training and toolkits
    • Annual culture and communication audits and benchmarks

  • Culture activation campaigns & experiences

    Culture activation campaigns & experiences

    Bring your ideal culture to life from developing your culture tenets to launching with an activation roadmap and experiences designed to engage your employees to inspire and motivate.

    Culture activation campaigns and experiences are organized, strategic efforts to promote specific goals within your work culture. They are designed to reach employees on a variety of paid and owned channels, including social and digital media, intranet, signage and email. These campaigns, often omni-channel activations, support interactions among the company and employees to build trust and overall satisfaction with the organization.

  • Employee
    communications

    Employee communications

    Meet employees and candidates where they are with employee value proposition messaging that builds their relationships with and sentiment in your organization.

    Employees and candidates are people, too, so deploying antiquated ways of communicating to them doesn’t work in a consumer-centric world. Drumbeat deploys consumer-grade strategies, communications and campaigns to meet your employees and candidates where they are so they are able to see the value in the organization and embrace specific organizational change.

    • Communication strategy and planning
    • Key message development
    • Employee and recruitment campaigns
    • Change-management planning and communications
    • Intranet design and development

  • EVP
    framework & messaging

    EVP framework & messaging

    Know what to say and when to say it with a holistic employee value proposition and messaging that tells your employees and candidates the value they get in exchange for the work that they do.

    With an ever-changing talent landscape, retaining and recruiting employees is more important than ever. So, it is critical for companies to develop their value proposition for employees and candidates in exchange for the work they do. Drumbeat’s approach to defining and expressing a company’s employee value proposition is holistic by looking not only at what the organization gives employees above and beyond the paycheck, but also through the lens of what is most meaningful to its employees and candidates.

    We create a detailed employee value proposition framework that encapsulates everything that your organization delivers to its employees through the lens of five pillars. The framework includes the employee value proposition statement, each pillar’s value proposition, key messages, reasons to believe and more—everything employees and candidates need to understand the value that the organization brings through its rewards, opportunities, people and the company and the work itself.

    • Employee value proposition five-pillar framework
    • Employee value proposition message map
    • Audience message map
    • Messaging toolkits
    • Message testing
    • Employee value proposition content strategy
    • Employee value proposition story and narratives
    • Employee value proposition campaigns and communications
    • Recruitment campaigns

  • Employee journey mapping

    Employee journey mapping

    Understand your talent audiences down to the level of belief and create a clear path to retention and recruitment by identifying not only your ideal employee profiles and personas, but also your employee brand believers through qualitative and psychographic insights.

    Every organization defines its talent audiences in different ways—audience segments, ideal employee profiles, personas. We look across your audiences not to find what’s unique but what they have in common. We conduct quantitative and qualitative employee and candidate research through a psychographic survey using to gather and analyze data on the aspirations, motives, traits and personalities of employees and candidates.

    For organizations that need a deeper understanding of their employees and candidates to increase retention and recruitment efforts, we offer research and talent insights. We provide you with a clear path to who those employees are who will do their best work in your organization. We show you how to align the brand and employee experience to both recruit and retain your best employees. We enable you to scale faster, focus your efforts on what is relevant to your employees and candidates, and distinguish your brand within the talent marketplace.

  • Research & talent insights

    Research & talent insights

    Understand your talent audiences down to the level of belief and create a clear path to retention and recruitment by identifying not only your ideal employee profiles and personas, but also your employee brand believers through qualitative and psychographic insights.

    Every organization defines its talent audiences in different ways—audience segments, ideal employee profiles, personas. We look across your audiences not to find what’s unique but what they have in common. We conduct quantitative and qualitative employee and candidate research through a psychographic survey using to gather and analyze data on the aspirations, motives, traits and personalities of employees and candidates.

    For organizations that need a deeper understanding of their employees and candidates to increase retention and recruitment efforts, we offer research and talent insights. We provide you with a clear path to who those employees are who will do their best work in your organization. We show you how to align the brand and employee experience to both recruit and retain your best employees. We enable you to scale faster, focus your efforts on what is relevant to your employees and candidates, and distinguish your brand within the talent marketplace.

  • Purpose, values & ways of working

    Purpose, values & ways of working

    Define what your culture stands for. Unify your employees around a meaningful purpose, values and ways of working. Align your employees at every interaction to create the workplace culture that is needed to be successful.

    Our culture strategy platform articulates a brand’s meaning through its key culture tenets. The platform serves as a strategic framework that defines a culture’s vision and guides culture design and employee experiences that align employees with the organization’s brand. It provides organization-wide guidance on how your culture is activated through a unified purpose, the decisions and behaviors expected and the value that the brand gives its employees. Drumbeat’s culture platform includes:

    • Purpose
    • Ideal culture definition
    • Values
    • Ways of working
    • Employee value proposition

  • Customer
    experience activation

    Customer experience activation

    Create physical and digital experiences that are memorable and meaningful, engaging your ideal customer at every touchpoint of their experience.

    Designing a customer experience that aligns with your brand strategy is critical to success in today’s market. Your customers continually evaluate and reevaluate your brand at every touchpoint. Our customer experience design and activation services and solutions are designed to ensure your go-to-market strategy is fully realized at every touchpoint, building trust with your customers—the foundation of long-term success.

    • Experience prototyping and testing
    • Physical and experiential customer experience design
    • Web and mobile design
    • Experience communications
    • Experience guidelines and toolkit

  • Customer
    experience service design

    Customer experience service design

    Your offering is the heartbeat of your organization. But how do you know that what you’re offering is the right thing, beyond product market fit and financial viability? Concepting, rapid prototyping and testing power your ability to connect customer needs and solutions, fast.

    Successful customer experience strategy is founded on iteration. Because customer experience is a journey—not a destination—trying things, evaluating them and then evolving is a core capability of any successful customer experience movement. customer experience prototyping and testing can take a number of different forms—from global quantitative studies over the course of weeks to rapid customer validation in a matter of hours—so we work with you to create the right stimulus and testing plan to arrive at reliable, confidence-inducing customer insights.

    • Quantitative concept testing
    • Qualitative user testing
    • Co-creative concept development
    • Digital and physical experience prototyping

  • Customer
    experience blueprint

    Customer experience blueprint

    From customer service and returns to chatbots, unboxing, webinars, and conferences, everyone in your organization, whether they realize it or not, bears responsibility for delivering your customer experience strategy. The customer experience blueprint connects the customer journey to business outcomes and operational capabilities so teams can manage and deliver the experience.

    Connecting your customer experience strategy to a clear path for execution is critical for success. The customer experience blueprint is a powerful tool that connects the customer journey to the organizational capabilities and activities that are required to manage and deliver the experience.

    A customer experience blueprint contains your brand and customer experience strategies, personas, journey maps and a roadmap. It’s a memorialization of your strategic intent and a powerful reference tool that you can come back to time and time again. You’ll use it when you’re planning new customer experiences, setting any kind of customer strategy, onboarding new teammates, prioritizing initiatives or any other activity that is informed by or affects your customers.

  • Customer
    journey mapping

    Customer journey mapping

    Customer relationships are built over time and across multiple touchpoints. Building a clear, simple end-to-end journey is the hallmark of a sustainable customer experience.

    Customer experience is built over time, across different moments and touchpoints. Customer journey mapping provides a holistic understanding of how customers interact with your brand. It’s a powerful tool for representing, moment by moment, the experience customers have with your company, product and service, and for understanding what their needs, pain points and goals are.

    Whether you’re seeking to understand where you are today or design your future customer experience, journey mapping can help you identify the moments that matter the most to your customers and design powerful moments that can be the signature of your brand experience.

    • Current state and aspirational journey maps
    • Co-creative workshop methodology
    • Gap analysis and road mapping

  • Customer
    strategy

    Customer strategy

    Shape the future and unite your teams with a big idea that guides the product and service experience you want to build for your customers—and connect them to your brand to create deep alignment across the organization.

    Bringing to life a customer experience strategy and an effective customer experience is a company-wide effort. Having a unified framework of the experience you want to deliver is critical to success. That’s the customer experience strategy framework—a foundational definition of your experience vision and the core principles that guide experience design, evaluation and decision-making across the organization.

    The customer experience strategy framework can be used to inform the design of different activations across touchpoints; the way relationships are built and maintained with customers; the experience customers have with the company’s products or services; and how the company communicates about them.

    • Experience vision
    • Experience principles

  • Customer
    profiles

    Customer profiles

    It always starts with your customers—defining who they are, what makes them tick and what they really need, not just what they want. We generate insights and integrate quantitative and qualitative data across the customer journey to spark meaningful experiences.

    Identifying what drives customer needs and engagement requires more than collecting a library of demographic and psychographic data. It requires unearthing patterns across quantitative and qualitative data to generate powerful insights and define distinct customer mindsets. And it needs to be done in a way that’s sustainable, well-socialized and connected to the business.

    We take an agnostic approach to defining profiles. We’ll start by right-sizing the effort—conducting just enough research to be rigorous and confident, while not sacrificing speed and agility. From identifying core jobs to be done to developing thorough customer personas, we uncover compelling customer profiles by integrating human-centered design research, behavioral science and key data points across your organization. In the process, we also help your teams and organization build customer-centric capabilities.

    • Customer personas
    • Jobs to be done
    • Quantitative and qualitative research methodologies

  • Owned content development

    Owned content development

    Empower your brand with originality and value. Our owned content development service focuses on creating unique, high-quality content that positions your brand as a thought leader. Through meticulous research and expert craftsmanship, we produce articles, whitepapers, infographics, videos, photos, 3D animations, and more that offer valuable insights and solutions to your audience’s pain points. By consistently delivering relevant and informative content, we help you build trust and establish authority in your industry.

  • Content strategy

    Content strategy

    Crafting compelling narratives tailored to your audience. Our content strategy service goes beyond mere words; it’s about building a cohesive storytelling framework that resonates with your target market. We delve deep into understanding your brand’s essence, audience preferences, and market trends to curate a content strategy that guides your communication efforts. From blog posts to social media campaigns, we develop a roadmap that ensures every piece of content enhances your brand’s presence and engages your audience.

  • Buyer journey mapping

    Buyer journey mapping

    Navigate the path to understanding your audience. Uncover the intricate steps your customers take, from initial awareness to the ultimate decision. Our buyer journey mapping service transforms data into insights, revealing critical touchpoints and potential hurdles along the way. Through comprehensive analysis, we help you visualize your customer’s journey, enabling you to strategically align your brand’s offerings, messaging, and interactions to resonate with their needs and preferences.

  • Campaign asset production

    Campaign asset production

    Producing assets that not only stand out but also deliver your brand’s message effectively is a critical step in any successful campaign. At Drumbeat, we partner with you from start to finish, ensuring that your campaign assets are not only visually appealing but also strategically aligned with your brand’s goals.

    Our production process covers a wide range of assets, including video content, photography, print materials, and digital assets. We leverage our expertise to bring your creative concepts to life in a way that resonates with your target audience. Our focus is not just on the creative aspect but also on ensuring that the produced assets are ready for seamless implementation across various platforms and mediums.

    Asset production (video, photography, print, digital)

    We handle the end-to-end production of campaign assets, including videos, photography, print materials, and digital content. Our goal is to create assets that not only capture attention but also effectively convey your brand’s message.

    By partnering with us, you can be confident that your team is well-prepared for the implementation of your campaign. We believe that the production phase is where creativity meets practicality, and we ensure that your assets are not only visually striking but also strategically sound for your campaign’s success.

  • Creative prototyping & testing

    Creative prototyping & testing

    Our commitment to creating effective creative doesn’t stop at concept and copy development. We understand that real insights come from real people. That’s why we engage in rigorous creative prototyping and testing to ensure that our work truly resonates with your ideal customers.

    Our process involves taking our creative concepts and prototypes and putting them to the test with your target audience. By gathering feedback and insights directly from the people you aim to reach, we gain a deeper understanding of what truly connects with them. This testing process is invaluable in fine-tuning our creative work to maximize its impact.

    Testing and alignment

    We rigorously test our creative prototypes with your ideal customers to ensure that our work aligns with their preferences and expectations. This iterative process allows us to refine our creative concepts for maximum effectiveness.

  • Concept & creative copy development

    Concept & creative copy development

    Bringing your brand to life involves more than just visually striking designs; it requires the creation of compelling narratives that resonate with your audience. At Drumbeat, we understand that not all creative is equal. Our approach to concept and creative copy development is rooted in the idea that creativity should be holistic and brand-centered. We work tirelessly to build a meaningful relationship between your brand and its customers.

    Our process starts with developing creative concepts that not only capture attention but also align seamlessly with your brand’s core values and initiatives. These concepts then serve as the foundation for crafting persuasive copy that communicates your brand’s message effectively. We take a customer-centric approach, ensuring that our creative work resonates with your target audience.

    By aligning creative concepts with your brand’s identity, we create narratives that not only demand attention but also build lasting relationships with your customers. Throughout the process, we focus on maintaining alignment with your brand’s values and goals. We believe that creativity should be more than visually appealing; it should be an integral part of your brand’s identity.

    Concept development

    We ideate and create creative concepts that form the basis of your brand’s narrative.

    Copywriting

    Our team of skilled copywriters crafts compelling and persuasive copy that communicates your brand’s message effectively.

  • Research & evaluation

    Research & evaluation

    Build a foundation of insights before you launch. Gain deep knowledge of your brand believers and build trust as you reach customers and influencers when, where and how they want to be reached.

    Every brand campaign must have a strong foundation, and yours is based on our depth of market research. We evaluate your current communications and paid media strategy, including buyer personas, believer profiles, competitive landscape, market position and customer journey. We provide a comprehensive GAP analysis of existing opportunities and develop a strategy optimized to your goals. And with offerings including brand economics, we help leadership align marketing and media spend strategies with sales goals and KPIs that matter.

  • Campaign strategy & planning

    Campaign strategy & planning

    Drive strategic growth and position your brand as the industry leader with an omnichannel campaign that drives awareness and conversion—increasing sales funnel performance, market share and valuation.

    A successful brand campaign is much more than a bit of creative and social ad spend; it’s a realization of a brand’s core values and beliefs. Brand campaigns are the real world, tangible application of brand strategy with very real monetary implications. At Liquid Agency, we work with you to create a multi-channel campaign to not only optimize for more sales, but also lay the foundation to make customers brand believers.

  • Brand
    portfolio architecture

    Brand portfolio architecture

    Strategically structure your portfolio of brands and product offerings to provide your customers with a clear understanding of your organization’s depth.

    For businesses in need of a strategic approach to organize their portfolio of offerings, Drumbeat offers its Brand Portfolio Architecture service. By establishing a well-defined brand portfolio architecture, customers gain a clear understanding of the breadth and depth of your organization, making it intuitive for them to locate what they need. Whether you are introducing new offerings, consolidating your portfolio, or integrating new brands following mergers or acquisitions, Drumbeat is your partner in achieving your growth objectives.

  • Brand
    activation

    Brand activation

    Bring your brand to life, from blueprint to launch, with an activation roadmap and a campaign designed to engage your audience, build trust, and drive awareness.

    You have just one opportunity to launch a brand. That’s why savvy organizations rely on brand activation roadmaps, which provide a blueprint for the launch, rollout, and operationalization of your brand. From this point, we breathe life into your brand.

    We collaborate closely with our clients to uncover that unique idea and articulate it in a creative brief, enriched with insights about the target audience we’re pursuing. With the assistance of our partners, we create ads and content for digital display, print, social media, out-of-home, TV, and more. We assist you in cutting through the clutter and connecting with hard-to-reach audiences, priming the pump above the funnel to provide a much-needed boost to your demand generation campaigns. In our perspective, brand campaigns should be instrumental in growing your business. That’s precisely what ours achieve.

    Brand activation and brand campaign
    • Brand activation plan
    • Trade show experience design
    • Campaign strategy and planning
    • Concept and creative copy development
    • Creative prototyping and testing
    • Campaign asset production
    • Media strategy, buying and stewardship
    • Campaign measurement and reporting

  • Brand management & governance

    BBrand management and governance

    Empower your organization with the necessary tools to implement and evaluate your brand communications with confidence through our brand management and governance solutions.

    Your brand is a strategic business asset—one that influences customer perceptions, market differentiation, and even the company’s ability to attract talent and mitigate legal risks. However, the value of great design systems lies in their successful activation. At Drumbeat, we equip our clients with comprehensive brand management toolkits, providing the essential details for implementing brand communications and confidently evaluating their impact. With our brand governance solutions, we facilitate the development of financial models, systems, and workflows that empower individuals throughout your organization to become effective stewards of one of your most valuable intangible assets—your brand.

    Brand management tools
    • Brand guidelines
    • Visual identity guidelines
    • Voice and tone guidelines
    • Co-marketing guidelines
    • Digital asset management systems (Brand Folder)
    Brand governance
    • Brand training
    • Brand workflow and approval design
    • Annual brand audits and benchmarks

  • Visual
    Identity

    Visual identity

    Capture attention and bring your strategy to life with a brand identity platform that establishes you as the market leader. Our expertise lies in creating design systems and visual expressions that distinguish brands from the competition.

    We understand that the visual expression of a brand is critical. That’s why we build comprehensive systems that work tirelessly for brands, their employees, and customers. Our services encompass logos, color palettes, typography, graphic motifs, imagery, and more. We produce assets and toolkits for both static elements and motion, including prototypes and communication templates. Our designs are always aligned with the core of your brand strategy, resulting in visual expressions that set your brand apart.

  • Brand
    naming

    Brand naming

    Tap into the power of your brand with a name relevant to your organization’s purpose. Align your executive team, uncover open territories, and secure an ownable global trademark with a name that everyone stands behind.

    Finding the right name for an organization, product, or service is no small task—in fact, it is likely one of the most difficult business decisions you will make. Brand naming is filled with complexity, from aligning your executive team to securing an ownable global trademark. And, of course, everyone wants to love it.

    We understand the intricacies of brand naming and explore options that work best with your organization’s purpose. We uncover open territories and push ourselves creatively to get to something distinct and tap into the power of brand for names that feel relevant to the purpose. We also work with legal teams to ensure ownability. No small task, but we’re good at it.

    • Corporate naming
    • Sub-brand naming
    • Product naming
    • Name validation research
    • Name testing
    • Culture and linguistics screenings

  • Brand messaging & storytelling

    Brand messaging and storytelling

    Know what to say and when to say it with a brand story and messaging map that guides your team, answering why you exist, what problem you’re solving, and what you alone will do about it.

    To activate your brand and mobilize your audience, you need a clear, compelling story that states why you exist, the problem you’re solving, and what you alone can do about it. We bring your brand strategy to life with messaging and storytelling to guide your team on what to say and how to say it. We create detailed messaging maps that include value propositions, key messages, reasons to trust, and more—everything people need to correctly tell the story of the brand, products, and services every day.

    Brand messaging
    • Brand message map
    • Product message map
    • Audience message map
    • Messaging toolkits
    • Message testing
    Brand storytelling
    • Brand story and narratives
    • Brand anthem videos
    • Brand launch keynote presentations
    • Brand books

  • Research & customer insights

    Research and customer insights

    Gaining a comprehensive understanding of your target audience, including their level of trust, is crucial to charting a clear path to growth. We go beyond surface-level demographics and delve into qualitative and psychographic insights to identify not only your ideal customer profiles and personas but also your brand loyalists.

    Each business may define its target audiences in unique ways, such as audience segments, ideal customer profiles, and personas. However, our approach focuses on identifying commonalities among your audiences. Through a combination of quantitative and qualitative customer research, we gather and analyze data on the aspirations, motives, traits, and personalities of customers and prospects in your key markets.

    For organizations seeking a deeper understanding of their customers to propel brand and business growth, we provide research and customer insights. Our aim is to guide you towards your most winnable customer in your category and assist you in aligning your brand and customer experience to delight your best customers. By doing so, we help you accelerate growth, allocate your marketing resources effectively, and establish a distinctive brand presence in your category.

  • Brand
    strategy

    Brand strategy

    Defining your organization’s purpose is essential to establishing a clear identity. Our brand strategy aims to unite your team and create a distinct brand platform. By aligning product offerings and customer touchpoints, we ensure a consistent brand experience at every interaction.

    Our brand strategy platform serves as the cornerstone for conveying the ideal brand experience you desire to leave in the minds of your customers. It encompasses brand positioning, brand promise, and brand attributes that form the foundation of your organization. This comprehensive guidance ensures that your brand is consistently activated across various touchpoints, allowing you to position your organization in an ownable and differentiated way.

    • How should our brand and logomark look?
    • What visual elements can we create to establish a distinctive brand identity?
    • What should be the names of new products, JVs, and acquisitions?
    • What is iconic and sacred to our brand identity?
    • What should our brand voice be?
    • How should our brand sound?
    • How should our brand move?
    • How should our brand be designed to flex across our entire customer experience ecosystem?
    • How can we manage and govern our global brand consistently across all touchpoints?
    • How do we organize our teams to effectively manage our brand?
    • How can we ensure that our brand is recognized globally and loved locally?
    • How can we manage our brand in a more agile and responsive way?
    • How do we nurture and involve brand ambassadors?
    • How can we leverage sustainability as a competitive advantage?
    • How do we implement effective brand management and governance?
    • How can we activate our brand to build trust and awareness?