TACTICAL MAGIC

Tactical Magic, the stuff that brands are made of

Tactical Magic is anything that helps people fall in love with brands. Concocted with equal parts strategic thinking and creative whimsy, it's the logo that catches your eye. The ad that makes you think. The billboard that makes you smile. Tactical Magic LLC, based in Memphis, TN, is a small company dedicated to the creation of big ideas. We make powerfully branded communications for companies that need a strong brand in order to thrive in the marketplace.

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brand • n. 1 a a particular make of goods. b an identifying trade mark, label, etc. 2 a special or characteristic kind (brand of humour). 3 an identifying mark burned on livestock etc. with a hot iron. 4 an iron used for this. 5 a piece of burning, smouldering, or charred wood. • v. 1 mark with a hot iron. 2 impress unforgettably on one’s mind. 3 assign a trade mark or label to.

More and more, marketers are discovering the truth of what David Martin wrote over a decade ago: "The brand is the franchise."

Scores of books are written every year on the subject of "Branding." (Twenty years ago, we used to call it "Positioning." Before that, we just called it "Selling.")

It has been made clear that branding is essential to success in the marketplace. What is unclear is exactly how one does branding.

So how do we build a brand for our clients?

The Tactical Magic point of view is that the answer, like all meaningful answers, is simple. But not necessarily easy.

Your brand is what your prospect thinks it is.

Every advertisement, every service experience, every phone encounter, every letter, every news article, every neighbor’s opinion, every color and design and word in our logo – all these things (and more) can positively or negatively affect brand perception.

If the branding cues are out of sync, then the brand perception will be, at best, unfocused. At worst, nonexistent.

Disciplined branding requires applying a single-minded strategy to each and every piece of communication in order to reinforce one true, unique, persuasive promise to the market.

This is what Tactical Magic is all about.

The tactical part is to study the brand, the competitors and the prospects in order to distill what we have to say. The magic is in saying it well.