We help leaders grow their companies
and brand with purpose.
DeSola Group is an independent strategic management, marketing and communications consultancy.
We work closely with Fortune 500, growth companies and leading brands worldwide to drive strategic clarity, build brand images, enhance cultures,
and achieve sustainable market growth and competitive advantage.
We are known for our strategic and creative perspective, senior team
commitment, ability to generate results and our absolute passion for
helping clients win.
Create a Bold Cause, Not a Campaign
Too often, brand efforts are seen internally as short-term programs with the intended outcome of new communications and changes to identification elements. While these outcomes are needed, the bigger story is the long-term vision, impact and roadmap that will involve each part of the organization.
Companies need to put a stake in the ground – a cause that endures for years to come. It should be the strategic ambition that readies and rallies internal audiences, gives new meaning and value, engages external markets and partners and connects everything we say and do.
This brand cause is perhaps the most essential endeavor a company can take. Leadership and the core marketing team must be the driving force behind final decisions — this requires marketing expertise; otherwise big ideas get watered down, de-valued and relegated to“fluff” and the defining moment is lost. Any great brand cause must be ripe with clarity and appreciation — a passion for the concept itself. Business as usual should not stop the process, but instead the process should help shape the future of the business.
Great Teams make great ideas possible:
Great Teams Make Great Ideas Possible. A comprehensive brand effort cannot succeed without the commitment of leadership and alignment of a core team with experience
Companies in every sector face formidable competitors – all who spend time and money
on their brands; all who believe in brand-building. That can either be overwhelming to
teams responsible for making it happen – or, as we believe, should be a rallying cry to
unlock something very different and special!
There are countless examples of people who make great ideas a reality – from skunk
works efforts to corporate transformations to reinvention of industries. From day one
of formalizing strategy, companies should instill a sense of confidence and passion to
build something special, to out-think and out-execute competitors, to change the way audiences perceive the brand and ideally the way the industry itself operates.
Experience By Design, Not By Default
Every company in every industry delivers an experience -- and every experience has a direct impact on the company’s brand reputation, customer loyalty and growth potential.
Too often, however, daily activities and distractions get in the way of designing and delivering the ideal, industry-changing experience: e.g., chasing sales, silos, ad hoc projects, cost, impatience, misaligned compensation models. By default, the brand becomes associated
with a less than ideal (sub-par) experience and opportunities are lost.
What if leaders asked a few simple questions about their customer experience:
• Do we know our target sweet spot and what makes customers and prospects tick?
• Have we mapped all aspects of the customer experience – internal and external?
• Is the experience simple, engaging and consistent across all touch points?
• Is each interaction fulfilling, different and more appealing than other options?
• Are operations aligned to deliver with precision, recover heroically, and ensure profits?
• Is our compensation model aligned with the experience and growth goals?
• Is the experience one that customers will love; that they tell their friends about?
• Do competitors, business experts and boardrooms look at our experience as a model?
If not, what is the rationale for falling short? Are we willing to let customers try other options? Are we willing to give competitors time to disrupt and reinvent the industry?
A Bold Cause >
Think Big >
Experience By Design >