The Axis: our communications philosophy and approach

Modern marketing communications have evolved from press releases, billboards, and TV commercials to encompass all manner of paid, earned, shared and owned platforms, from native advertising to connected TV and influencer marketing to social media engagement. Every brand touchpoint, from product packaging and mobile apps to customer service must work in harmony to serve the customer by delivering one cohesive and engaging brand experience.

In world of ad-blockers, commercial-skipping DVRs, and a fragmented media landscape you can no longer rely on interruption marketing or traditional public relations to get your message across.

To solve for these modern challenges, we at AxiCom present a modern solution we call The Axis. Your brand needs to revolve around its audience on its Axis. The Axis is your key insight and acts as the north star to guide integrated communications.

Your Axis exists at the intersection of four data-driven insights:

Audience

Who you’re talking to, keeping in mind that whether they’re consumers, IT decision-makers, or employees, your audience is comprised of people.

Brand

Your business goals, communications goals, and messaging that together drive business results.

Culture

From economic conditions to breaking news to pop obsessions, context has never been more important.

Technology

Deep understanding of your tech, that of your competitors, and the broader innovation landscape.

“The Axis is at the heart of everything we do at AxiCom.”

Gone are the days of receiving a brief, brainstorming ideas and seeking approval. Today’s clients expect campaigns rooted in data and measurable against business outcomes, not communications outputs.

Our approach to campaign development is rooted in the convergent and divergent Design Thinking principles tech companies use to produce consumer products and business solutions that win. Our planning process revolves around identifying your brand’s Axis through collaborative research and activating your Axis through an integrated marketing communications campaign that delivers measurable business results.