Case Study

Constellation Texas

In Texas, there are 11 million households and 130 electricity providers competing for them. If you’re an underfunded provider like Constellation, how do you convince Texans to switch to your electricity plan when 129 other energy companies are trying to do the very same thing?

Work Sample

Constellation Home: 30th Anniversary

A friendly reminder that a $500 million jackpot is still a lot of money. In fact, it’s a LOTTA LOTTA money.

Work Sample

Constellation: Texas Electricity Campaign

How do you move the needle in the hyper-competitive Texas electricity market? Tap into the amazing power of funny animal videos!

Work Sample

MD Lottery: Come and Get Your Fun Campaign

Lottery fun. Come and get it. The games change. The ways to win vary by game. But one thing remains constant — playing the Maryland...
Work Sample

Maryland Lottery: Powerball and MegaMillions Jackpots

A friendly reminder that a $500 million jackpot is still a lot of money. In fact, it’s a LOTTA LOTTA money.

Article

GKV “Stays Hot” for the Maryland Lottery

New TV spot for Hot 7s Scratch-Offs to Premiere on Memorial Day

Garry Raim

Partner, Executive Vice President

Start the conversation today and find out what GKV can do for your brand.

    Baltimore Branding Agencies

    Category

    Retail & Consumer Services

    Consumer services companies face the daunting task of building relationships with consumers in categories that often lack trust.

    Everyone offers very similar services and says the same things:

    • Lowest price guaranteed!
    • This is our biggest discount ever!
    • Trust me, I am an expert!

    So, creating effective communications can be very challenging.

    To generate awareness and drive sales, you must do things differently than everyone else. You need to think and act like a challenger brand! Check out some of our case studies to see how we have helped clients break through the sea of sameness, and then call us to discuss your challenges.

    BUILD A LIGHTHOUSE IDENTITY

    Just as ships navigate the seas by lighthouses, people navigate life by people and organizations of character and conviction. For any company that GKV works with, we start by understanding and clarifying the consumer insights that drive choices. Our goal is to simplify the choice for the consumer.

    SIMPLIFY AND SACRIFICE

    You can’t afford to be all things to all people. You must focus on a powerful primary message while utilizing the most effective and efficient media vehicles. There are so many stories that a brand could tell about itself, but the strongest brands are usually very single-minded and are willing to sacrifice some secondary messages.

    CREATE SYMBOLS OF REEVALUATION

    Challenger brands want to disrupt the autopilot relationship they may have with the consumer by making visible changes, creating what we call symbols of reevaluation. Maybe a new service or a new logo or a new pricing strategy. Usually, it’s a visible change to the advertising. Whatever the symbols of reevaluation are, the intent is to announce to the consumer that it’s no longer business as usual.

    ESTABLISH AN EMOTIONAL CONNECTION

    Category leaders generally create the expectations of the category with rational benefits…we’re the biggest, we’re the cheapest, we’re the most convenient, etc. So, that territory is taken. Challenger brands need to be thought leaders. They need to create an emotionally-based rather than a rationally-based relationship with the consumer.