BBPG Design System

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Who We Are

[B]RIGHT Brand Performance Group: Brand Performance—Illuminated

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We illuminate data-informed digital solutions to help your brand succeed in an increasingly complex marketing landscape.

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Let us know how we can help you navigate today's complex and changing marketing landscape. Tell us about a problem that you have, check out how we can help, or schedule a time for us to talk.

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But at our core, what we do is really simple:

We start by understanding your audience.

Using primary, secondary, syndicated, search, and social listening data, [B]RIGHT helps you determine which audience segments offer the biggest opportunity for your brand

READ MORE ABOUT OUR AUDIENCE BLUEPRINT PROCESS 

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How we help

We work with brands to create measurable tactics and strategies that prioritize audiences and channels to ensure optimal performance and maximum growth.

Request a Brand Performance Assessment
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We also have a number of productized services that use real-time consumer and digital insights to help your time be more precise and perform at greater rates.

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The Changing Landscape of Marketing

Business made products. Marketers sold the products. Consumers bought the products. Everyone was happy.

But then everything changed. Now, nothing works the way it used to. The way it's supposed to. Businesses are working smarter than ever, yet the results are less effective, less efficient, and less predictable.

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What We Do [Attribution]
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The Six Drivers of Change

After years of success and failures, long discussions, testing, and research, the team at [B]RIGHT has identified six drivers of change that, taken together, have shaken our industry, and forever altered the marketing landscape.

01

Media Proliferation

Media proliferation makes channel selection more important than ever. Think about it this way—in the old days, businesses placed an ad in the local newspaper, or maybe put up a billboard. Now, businesses have to choose between Facebook, Instagram, podcast ads, streaming services ads, banner ads, and on and on. Do you know which of these marketing channels is most effective for your business?

Read More about Media Proliferation  
02

Media Proliferation

Media proliferation makes channel selection more important than ever. Think about it this way—in the old days, businesses placed an ad in the local newspaper, or maybe put up a billboard. Now, businesses have to choose between Facebook, Instagram, podcast ads, streaming services ads, banner ads, and on and on. Do you know which of these marketing channels is most effective for your business?

Read More about Media Proliferation  
03

Media Proliferation

Media proliferation makes channel selection more important than ever. Think about it this way—in the old days, businesses placed an ad in the local newspaper, or maybe put up a billboard. Now, businesses have to choose between Facebook, Instagram, podcast ads, streaming services ads, banner ads, and on and on. Do you know which of these marketing channels is most effective for your business?

Read More about Media Proliferation  
04

Media Proliferation

Media proliferation makes channel selection more important than ever. Think about it this way—in the old days, businesses placed an ad in the local newspaper, or maybe put up a billboard. Now, businesses have to choose between Facebook, Instagram, podcast ads, streaming services ads, banner ads, and on and on. Do you know which of these marketing channels is most effective for your business?

Read More about Media Proliferation  
05

Media Proliferation

Media proliferation makes channel selection more important than ever. Think about it this way—in the old days, businesses placed an ad in the local newspaper, or maybe put up a billboard. Now, businesses have to choose between Facebook, Instagram, podcast ads, streaming services ads, banner ads, and on and on. Do you know which of these marketing channels is most effective for your business?

Read More about Media Proliferation  
06

Media Proliferation

Media proliferation makes channel selection more important than ever. Think about it this way—in the old days, businesses placed an ad in the local newspaper, or maybe put up a billboard. Now, businesses have to choose between Facebook, Instagram, podcast ads, streaming services ads, banner ads, and on and on. Do you know which of these marketing channels is most effective for your business?

Read More about Media Proliferation  

Together, these drivers have changed the way we segment and prioritize audiences, select and prioritize channels, and how we holistically plan and execute macro and micro campaigns. Together, these drivers have changed the way we activate our marketing campaigns, and how we measure efficacy and ROI at scale in real-time.

If brands don’t take each of these six drivers of change into account when planning marketing strategies and tactics, the results will suffer.

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My husband Jerry sums it up perfectly: "The world is delivering us a slowdown. Whether we want to slow down or not, we get to."

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Audience Fragmentation means your brand needs to understand its audiences more deeply. For example, it used to be a safe assumption that all men watched sports, so if you wanted to reach a male audience, you advertised around live sporting events, or in the sports page of a newspaper.

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Audience Fragmentation means your brand needs to understand its audiences more deeply. For example, it used to be a safe assumption that all men watched sports, so if you wanted to reach a male audience, you advertised around live sporting events, or in the sports page of a newspaper.

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Audience Fragmentation means your brand needs to understand its audiences more deeply. For example, it used to be a safe assumption that all men watched sports, so if you wanted to reach a male audience, you advertised around live sporting events, or in the sports page of a newspaper.

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[Audience + Brand] Strategy and Planning

  • Audience Research, Segmentation and Prioritization
  • Data Synthesis and Modeling
  • Market Analysis
  • Multi-Channel Strategy and Planning
  • Brand Evolution and Brand Revolution

[Performance] Marketing and Activation

  • Email Strategy, Marketing, and Automation
  • Paid Media Activation, and Management
  • Social Media and Influencer Marketing
  • Website Strategy, Architecture, and Design
  • New Business Development Services

[Functional] Creative Strategy and Brand-Centered Content Creation

  • Content Strategy and Creation
  • UX and UI Design

[Performance] Marketing and Activation

  • Email Strategy, Marketing, and Automation
  • Paid Media Activation, and Management
  • Social Media and Influencer Marketing
  • Website Strategy, Architecture, and Design
  • New Business Development Services
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Using Channel Expertise to Deliver Performance Marketing Solutions

If we’ve learned one thing over the years, it’s that marketing agencies that try to do everything often accomplish nothing. So instead of offering our clients a huge suite of services and capabilities, we stick to what we’re good at: using channel-specific performance marketing tactics and strategies to deliver measurable business growth.

At [B]RIGHT, our team of channel experts will help you solve specific marketing challenges.

I don’t know which audience is valuable for my brand, or how to reach them.

I don’t know what channel has the greatest opportunity for my brand, or how to organize or prioritize those channels.er along with the non-tech consumer.

I don’t know how to measure my marketing ROI.

I don’t know how to get out from under the daily workload to have time to focus on long-term strategy. along with the non-tech consumer.

I know lead gen is important, but I just don’t know where to start.

I know the importance of data, I just don’t know how to use it, and I don’t know what to do with the data I have.

If you’ve uttered any of these common complaints, the channel experts at BRIGHT can help deliver custom, proven, and measurable solutions for your business.

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Case Studies

Does Branding Matter in 2021?

Brands have two paths: Embrace the race to commoditization and become a price comparison in the eyes of the consumer. Or understand that consumers’ fundamental wants and needs from brands have been upended, and embrace the opportunity that a values-driven approach can bring.

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Solo Stove Influencer Marketing

Instead of wasting marketing dollars trying to capture the attention of consumers who won’t be as receptive to aspirational messaging Solo Stove focus solely on their niche audience.

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[B]RIGHT Insights

Audience

Does Branding Matter in 2021?

Brands have two paths: Embrace the race to commoditization and become a price comparison in the eyes of the consumer. Or understand that consumers’ fundamental wants and needs from brands have been upended, and embrace the opportunity that a values-driven approach can bring.

Read More

Solo Stove Influencer Marketing

Instead of wasting marketing dollars trying to capture the attention of consumers who won’t be as receptive to aspirational messaging Solo Stove focus solely on their niche audience.

Read More

Peloton's Niche Marketing

Peloton knows its audience, so instead of wasting marketing dollars trying to capture the attention of consumers who won’t be as receptive to aspirational messaging they focus solely on their niche audience.

Read More

News + Insights

July 2022 Marketing and Tech News copy

GWI Trends in Entertainment Report, Holding Agencies Are Investing in Inventory Tracking and Supply Chain Services, Are Your Social Channels Driving ROI, Rising Online Video Trends Infographic by ShortStack, The American Data and Privacy Protection Act (ADPPA) Enters the House, Social Commerce in 2022

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June 2022 Marketing and Tech News

Consumer Segments in 2022, According to Resonate, Performing Arts Industry Falling Behind on Utilization of Audience Data, Consumers Show Preference for Humorous Brands, Data Collaboration Is Required to Achieve Personalized Marketing, Advanced Google Ads Targeting Tactics

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May 2022 Marketing and Tech News

The State of Social Listening in 2022 Survey Report, Meta Shares New “Culture Codes” to Improve Brand Promotions, Physical and Digital Retail Spaces, Retail Testing Optimized in 6 Steps, The Consumer Goods Industry Digitally Transformed

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April 2022 Marketing and Tech News

WooCommerce to Expand Product Listings With New Pinterest Partnership, UGC Stats & Trends You Need to Know in 2022, 92% of Gen Z Users Want to Use AR for Shopping on Snapchat, Digital Anthropology Insights: How to Approach Your Digital Transformation Journey, People Are Increasingly Comfortable Sharing Their Data According to Global Study, 2022 Global Media Outlook, 2022 Snapchat Generation Report, Key User Engagement Insights

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March 2022 Marketing and Tech News

Consumers Spending More Time on Mobile Gaming, Women’s History Month Partnership Between Waze and Infiniti, Static Ads Speak Faster than Video Ads, Consumer Marketing Communication Preferences, The Producer Economy and Owned Distribution Spaces, Brand Safety in the Metaverse,

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February 2022 Marketing and Tech News

How Much Is Google Search Used? 10 Statistics You Need to Know, Apps Are Growing in Consumer Usage, Google Announces Privacy Sandbox Rollout, Giving Two-Year Buffer, Trade Desk Rolls Out OpenPath, Giving Direct Access to Premium Ad Inventory, The State of Direct Mail, 2022 Culture Trends, According to Meta

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January 2022 Marketing and Tech News

Gen Z Prefers to Hear from Nano Influencers, Expect Jagged Growth of Media Consumption as Saturation Point Nears, Twitter Publishes New Industry Trend Reports Based on Areas of Tweet Engagement, 2022 Trends to Consider when Developing Campaign Strategies, TV Tops in Video for Reaching Advertisers' Goals, Survey Finds, Impact of Authenticity on Influencer Marketing

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December 2021 Marketing and Tech News

We bring to you, a year-end roundup of what we consider to be important and potentially pivotal news within the industry in 2021. News stories marked turning points for user privacy, antitrust policy in Big Tech, copyright cases regarding developers’ code, changes in social media platforms, shifts in consumer behaviors, and much more.

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November 2021 Marketing and Tech News

Misconceptions About Gen Z Being Challenged, Vizio Now Makes Twice as Much from Advertising as It Does from Selling TVs, Twitter Launches Initial Test of Livestream Shopping Broadcasts, New Survey Underlines TikTok’s Rise Over Instagram as the App of Choice Among Teen Users, Choose Your Legacy Contacts Wisely, Updating the Verge’s Background Policy, Facebook Shares New Insights Into Emerging Shopping Behaviors and Expectations

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October 2021 Marketing and Tech News

The Entirety of Twitch Has Reportedly Been Leaked, FTC Puts Hundreds of Businesses on Notice About Fake Reviews and Other Misleading Endorsements, Instagram Adds Reels Ads into Its Marketing API, Researchers Show Facebook’s Ad Tools Can Target a Single User, 2021 State of Reviews, Twitter Launches Twitter Spaces “Spark” Program to Fund and Support Audio Creators, TikTok Entices Advertisers with Brand Safety, Ad Measurement, and Commerce Push

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September 2021 Marketing and Tech News

Ruling Against Apple Allows Alternate In-App Payment Options for App Creators, Facebook Halts Instagram Kids Project, Rising E-Commerce Opportunities for Brands on TikTok, Trends on Pinterest Have Longer Lifespans, UGC Is More Authentic and Trustworthy, Leading to Increased Loyalty for E-Commerce Brands, Business Innovation Priorities for 2021 and 2022, Facebook Provides Tips on Improving Ad Performance Amid Apple’s Tracking Opt-Out Update

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August 2021 Marketing and Tech News

Social Commerce Opportunities, Facebook Brings Reels to Its Main App, Walmart Nearly Doubles Ad Sales, The Launch of Snapchat Trends, TikTok Stories Format Added, YouTube Adds Video Chapter Listings, and Reddit Tests New TikTok-Like Video Feed.

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July 2021 Marketing and Tech News

Who Is Responsible for Plastic Pollution, How to Use the New Google Phrase Match, How User-Generated Content Provides a Competitive Edge, TikTok Drives Greater Consumer Engagement According to Study, How Facebook's News Feed Algorithm Works, Clubhouse’s Exclusive Content Deal with TED Talks, YouTube Comparison Between Audio Ads and Video Ads, Biden Administration Nominates Head of DOJ’s Antitrust Division

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June 2021 Marketing and Tech News

Microsoft’s AI-driven “low code” solution to national developer deficit, The Return of Printed Catalogs, CTV Advertising Adoption Continues to Rise, 2021 US Social Media Usage Trends & Forecasts, YouTube’s masthead ad placement now banned for certain uses, Four new US antitrust bills aimed at breaking up Big Tech, Facebook’s Oculus is testing VR ad placements, YouTube Shorts adds new content controls and analytics features

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May 2021 Marketing and Tech News

Optimize Marketing Spend to Maintain ROI, Pinterest to Test Livestreamed Events this Month, TikTok Launches #FactCheckYourFeed to Support Media Literacy, PWAs Are the Next Big Thing for Mobile Experience, World's Largest Crypto Trading Platform Under Investigation by DOJ and IRS: Report, Facebook Tests New Warning Prompts to Stop Users Sharing Articles They Haven't Read, LinkedIn Provides an Overview of Effective Ad Targeting, TikTok Moves to the Next Stage of E-Commerce Testing a Key Shift for the Platform

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April 2021 Marketing and Tech News

Data Hacks at Facebook and LinkedIn, Demo of Social Media Users and Adoption in the United States, Supreme Court Sides with Google in API Copyright Battle with Oracle, Facebook Introduces Dynamic Ads for Streaming, Innovid Wants to Bring More Interactive Ads to CTV, and Instagram Brings Ads to Reels.

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Activation

How B2B Brands Go DTC

For many B2B companies, pivoting to a DTC model offers a more sustainable future, but if you’re considering making the leap, here are a few questions to answer first.

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Attribution

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What We Do

Multichannel Content Marketing

Multi-Channel Content Strategy, Creation, and Distribution for Arhaus

[ See Case Study ]