DBA Approach

DBA is a lead branding agency. Working with your teams, we plan, create, produce, place and, most importantly, MEASURE fully integrated campaigns for every touchpoint of your branded experience.

We work with leading brands by harnessing the power of purpose to grow awareness and your bottom line through advertising, digital media and unlimited creative content capabilities.

 

DBA SPECIALIZATION

Serving brands that serve families

Daniel Brian Advertising specializes in turning families into fans for some of the fastest growing brands in wellness and healthcare, finance, retail foodservice and consumer packaged goods.

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We manifest the magic behind leading brands

We grow emotional connections by harnessing the power of purpose. Beyond branding, we create measureable impact throughout your digital and social communications ecosystem. Our hyperlocal digital platform is proven to reach millions of consumers with individual customization and precision.

 

DBA PROCESS

A four-phase campaign cycle

The DBA process has been perfected over 25 years in some of the most litigious and compliance-ridden industries, including healthcare and banking. Our quality control protocols lead to consistent and predictable results that have been sustained in the midst of the most unpredictable changes in advertising.

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DBA PHILOSOPHY

We believe the brand that contributes the most value to society wins

Advertising is an exchange. Let’s not fool ourselves. People don’t line up to hear about products and services. People line up to get something of value. The best advertising gives the audience a gift. We give them entertainment, a promotional offer or an emotional experience in exchange for their attention or consideration.

 

Leading brands earn “Share of Heart”

Millennials and “aspirationals” have disrupted the traditional marketing funnel with new measurables. Today’s fastest growing brands are earning emotional connections by contributing their influence to make the world a better place – as an advocate for your family, your values or your cause. We can’t ignore this consumer impact. We must quantify it.

 

Brands are like people

Like people, brands are never received well when they only talk about themselves and ask for things. Rather than first thinking about how we can extract value from our customers, let’s look for new ways to add value. It might sound counter-intuitive, but it works. When your brand gives value to your customer first, they will promote you much better than you can promote yourself.

We call this cycle of contribution the “CME Generosity Cycle:”

 

DBA PERFORMANCE GUARANTEES

We take ownership of outcomes

If, as your agency, we dare to put some skin in the game, your challenge becomes our challenge. If you are losing sleep about a business problem, so will we. We must do more than deliver good advertising. We must provide financial stewardship through analytics. We’ve quantified the influence of advertising to help you optimize your consumer pathway. This is how we can provide unprecedented performance guarantees for advertising results.

 

DBA CAPABILITIES

If all we had was a hammer, everything would look like a nail.

We specialize in the whole toolbox of solutions to meet your business objectives. Branding? Yes. Digital? Yes. TV? Yes. Traditional media? Of course! Creative? More than ever before. In an industry fragmented by niche branding agencies and digital firms, specialization has become the enemy of integration. We’re breaking the silos between traditional and digital media for one reason… ALIGNMENT.

 

TEAM ALIGNMENT:

As creative assets are shared between digital and traditional media, integration enables centralized planning and ends team conflict over who “owns” digital content in your marketing mix.

 

BUDGET ALIGNMENT:

As the shift of budgets moves from traditional to digital, marketers need an unbiased voice to trust when assessing options and recommending proper media weights.

 

CONTENT ALIGNMENT:

We bring impact as your “branding agency” and efficiency as your “digital agency.” This eliminates costly redundancy and conflicting creative messages to improve ad productivity.

 

Thinking outside of the narrow view of specialty niches, we can offer ideas beyond the traditional scope of advertising:

Integrated Advertising:

Full-service, traditional/digital (TV, radio, outdoor, digital, Web, etc.)

Branding:

Brand profile development, positioning and identity systems

Digital Solutions:

Interactive, Web, Mobile Apps, SEO, SEM, Social, Contextual, Wireframe Experience Mapping and Software Application Development

Promotional Marketing & Shopper Marketing:

Retail Offers, Trade and Co-op Promotions

Research & Strategic Planning:

Benchmarking, Tracking, Consumer Surveys, Focus Groups

Creative:

Multiplatform Art Direction, Copywriting, Design, Proofing, Editing

Media:

Research, Planning Strategy and Buying for all traditional and digital media including Programmatic Media, Retargeting and Search Ads

Direct Marketing:

Direct Mail, Email, CRM and Big Data

Experiential Marketing:

Environmental Design & QSR Retailscape and Retail QSR Events

Branded Content:

Entertainment Marketing, Infomercials and Strategic Partnerships

Video Production:

TV Commercials/Shows, Online Content, Documentaries and Video Games

Graphic Design/Layout & Production:

UI/UX Design, 2D/3D Animation, Photography, Photo Retouching, Color Enhancement and Pre-press Production

Engagement Communications:

Social Media, PR and Community Engagement

Big Data Analytics Systems Integration:

Performance Measurement Metrics for Real-Time Optimization and ROI Reporting

Join the participation age

Surfing the Black Wave Book Cover This is not only the age of the empowered consumer. It's the time to participate in media. We coined the term "Participation Age" and wrote the book on building brands in this new digital economy. Learn more by reading the book, Surfing the Black Wave: Brand Leadership in a Digital Age, by our CEO and Chief Strategy Officer, Daniel Brian Cobb.

Contact us about building your own Customer Relationship Network and start aggregating premium content for your brand.