I recently had the opportunity to sit down with Brad Breininger, who is one of the founding partners of Zync Communications in Toronto. What is unique about Brad and his agency is that they have seamlessly integrated business development ventures with creative services and experience. They have a refreshing vision for branding, which is grounded in the appreciation of raw business objectives. I would highly recommend that you visit their website and see what they are doing because they will revolutionize the entire communications, branding and PR industries.
I have always believed that marketing, branding and PR are not stand-alone elements of a business plan, yet many people today see these services as just that. The other aspect of this marketplace that has always left me with slight confusion is the unwavering and often blinding focus on strategy. I am the first person to say that strategy drives what you do, but the market today is saturated with people who focus too much on convoluted strategy than they do on practical application, pragmatic decision making and most importantly, business objectives. (more…)