Abacus is an integrated marketing agency in London – we work with a diverse range of clients, including blue-chip corporates such as Canon, Kuehne + Nagel and Bloomberg, as well as with lots of start-up enterprises and SMEs (small to medium-sized businesses). The needs of each client are of course always going to be unique – however, the need for our services is largely determined by the size of the client we are working with, and they tend to fit into one of these two categories. We tend to work with forward-thinking, ambitious businesses who understand the benefits of working with a passionate and trustworthy marketing agency such as Abacus.
We create different types of marketing plans for a wide variety of clients, from start-up businesses and SMEs (small- and medium-sized enterprises) all the way through to blue chip organisations. Our clients operate within both the private and not-for-profit sectors. They work within a wide variety of industry sectors and in both B2B and B2C marketplaces (as well as within more complicated distribution and sales channels).
The Entrepreneur website defines a strategic brand proposition as “The marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products.” Which is, of course true, this only tells half the brand story – the visual or creative part. To us, a strategic brand proposition is just as important. It defines the culture and personality of a business, congruent with its vision and values. It is the expression of its virtues and views in the way it delivers work for its customers. It must fit in with the overall marketing strategy and business plan.
Every globally-recognised blue chip company (such as Nike, Starbucks, and Virgin) started small. But even when first starting out, they all recognised the importance of corporate branding and the benefits that a clearly-defined corporate brand strategy would bring to the table. This is true, whatever the size of a business, from the very smallest, to the very largest with very few exceptions. Corporate branding is for all.