Credibility Branding - The Next Generation of Marketing

Creating a perception of credibility is a key element in building any brand. The Credibility Branding model identifies and leverages the points of credibility found in all companies. These include  product benefits, brand named partners, high profile customers etc., that in aggregate builds market credibility. Using the above components encourages a foundational business strategy that enables the company to “be” credible, not “do” credibility.

The Credibility Branding methodology and system has emerged through years of experience working companies and entrepreneurs. The model changes the way a product or service is promoted, moving it from an attributes/feature approach to a benefits focus. The model is oriented to support this “benefits” approach by specifically addressing the pain that products are solving.

What the heck do you do?

To many companies (big and small) marketing communications is an enigma wrapped in a riddle. It is a practice that is sometimes esoteric that even the parents of many marketing professionals still don’t know what the heck their children do for a living. For a company it gets worse, they have to pay money (usually a lot) to someone to do something that they fundamentally don’t “get”. Paying agencies and or freelancers often leaves that unsettled feeling of wasted money.

When one can truly embrace marketing as a business practice it gets easier to hire the pros. When strategy and in this case credibility is used as the foundation for any and all marketing outreach it is the best approach to increase awareness, credibility and profits, and the Nascent Group has the know-how to get the job done.

Jennifer McLean – Market Communications Strategist

Starting her career in advertising, Jennifer McLean learned the business of building brand while developing targeted and innovative newspaper advertising for companies such as Mazda, The Gap, Hostess, and Nortel. During her subsequent and extensive career as a public relations professional and business strategist, she leveraged brand-building strategies to focus more on the communications end of things how to identify and work with industry leaders and experts (also known as influencers). She has applied these strategies with market leaders such as Microsoft, Canon, Pioneer, and Epson, among others and developed the credibility branding model which is the foundation of her consulting business.

From an industry perspective, Jennifer has run many vertical technology and consumer practices through her agency experience, these include mobile, consumer electronics, enterprise, semiconductor, entertainment, automotive, and packaged goods. For each of these there has been a consistent emphasis on the return on investment; delivering the results that will positively impact the bottom line.