The Brand Refinery
Simply a better way to strategically grow, manage, enjoy, and ultimately exit a business on your terms.
The Old MARKETING System is Broken.
Once it became possible to reach tens of millions of consumers with a single ad message, the source of “The Big Idea” shifted from business owners and R&D guys to ad agencies and Mad Men. It became easier in the short-term to simply persuade huge numbers of people that you had something better than to actually create something better for them.
Other than those who profited from the ruse, few in hindsight would say this has been a good thing. However, with the new micro-fragmentation of audiences and the ability for consumers to immediately inform thousands about subpar products and services via social media, the subtle corrective powers of capitalism are having their effect.
Our “Big Idea” Is BIGGER.
We were founded by a “recovering ad agency client” in the 1980s. We remain committed to being an alternative to the egos, misplaced priorities, and quid pro quo relationships typical to ad agencies and media organizations. So we applaud this revolution in the marketplace and the hopeful return to genuine innovation. And as an innovation-driven organization who has always sought to be “the un-agency,” we are happy to still be the only ones who do what we do.
Your “next” begins with the end. We call it NEXiT. Even if you never plan to sell your business, someday you WILL exit. What do you want your business to look like on your last day?
With our NEXiT system, we begin with where you are today and where you think you want to be when you exit. Because the most efficient way to get to where you want to go, is to know where you want to go in the first place. It can work for any business from start-up to ancient. From established brands to invisible ones. It’s never too early to get your marketing on the right road and it’s rarely too late.
To borrow from the title of our friend and author John Warrillow’s best seller, the most successful businesses are those that are “Built To Sell.” An additional benefit of this approach is protection from brokers, M&A firms and others trained to prey on undervalued businesses. We can help deliver a better payday for you and your family.
BRAND Refining, not rebranding.
As bad as “branding” is, rebranding is worse.
Imagine rebranding a steer over and over. You end up with a mess of logos you can’t read, lots of invoices, and it’s still the same steer. “Rebranding” a business is the same thing.
Real brand is built from the inside-out, not the outside-in. Brand is experience and expectation. It’s not a logo. Brand refining is like any other refining – it removes impurities and improves performance and value.
We take both a microscopic look at your brand DNA as well as a 40,000 foot view of your business and your market. We get a lot of data and are able to make most of the subjective, objective. Our refinement process takes the old 4P’s (price, product, place, promotion) and infuses a new set: Purpose, People, Process, Positioning.
Brand refinement is at the core of what we do and is the cornerstone of successfully building a better, higher-performing and more valuable company. No other firm does what we do, the way we do it, why we do it.
In other words, we practice what we preach.
What is your Skopós?
Profit With Purpose® is more than our trademarked tagline. Skopós means “purpose.” The “why” behind the “who/how/what.” Ours is to protect business owners and empower them to unprecedented success. One of the ways we live this is by helping you find your true purpose for being a business, rally a team behind it and by fulfilling the real needs of your customers – enjoy greater profits now and when you are ready to move on.
This is what we can do for you at Skopós. Our NEXiT System and Brand Refining process is some of how we do it. The result is a stronger, more profitable and growing business that likely spends less on marketing than before and provides you more freedom to do what you love to do.