Human Approach

Tilted Chair was founded in early 2010 at the height of the biggest financial crisis since the Great Depression. Our founders realized too many agencies were “creating ads to target consumers” when they should have been creating experiences people would love. Do right by people, the same way you would your friends. Brands who operated by this philosophy were better equipped to weather the turmoil of the recession.

Since 2010, we’ve seen trust in big business hit an all-time low. In fact, over 80% of Americans don’t trust big business at all.* As a result we’ve seen people gravitate to local brands, peer-to-peer businesses, and embrace brands that “get them.” Why? Well, these types of businesses still act human.

 

*According to 2016 Gallup Consumer Confidence report.

YOU WANT TO SELL SOMETHING.

You want to increase your sales and reduce costs. You want to be the Apple of your industry.

LET'S DO THAT.

BENEFITS

INCREASED MARKETING EFFECTIVENESS

Human brands don’t target consumers—they make friends and gain fans. When people are engaged with brands they are 50% more likely to click on an ad or find out more about company promotions or events. In essence, the effectiveness of their marketing is up to 50% more than their peers.

 

DEMAND HIGHER PRICES

If you want to prevent price erosion or simply stop trying to compete solely on price, then your brand needs to be more human. People wouldn’t pay $6 for a cup of coffee if Starbucks competed on taste or other quantifiable offerings.

REDUCED COSTS

As a byproduct of increased marketing effectiveness, your overall costs of marketing can, in some cases, be reduced. Again, by making friends and gaining fans you are creating evangelists for your brand. Word-of-mouth advertising is not only powerful, but virtually free.

 

OPTIMIZED PRODUCT OFFERINGS & SERVICES

Part of being human is listening and adapting. Human brands are able to create better products and services because they listen to their consumers and they adapt. Ben & Jerry’s is second in the U.S. ice cream market because the brand knows how to listen to people and create relevant flavors like Cherry Garcia and Americone Dream.

OUR PROCESS

1. DISCOVERY + RESEARCH

“Your brand is what people say it is when you aren’t in the room,” said Jeff Bezos, founder of Amazon. We start with a stakeholder workshop, followed by an in-depth research phase where we learn about your brand, competitors, and audience. This allows us to paint the most up-to-date picture of your brand and listen to what people are saying about your brand and industry.

 

2. BRAND STRATEGY

Human brands need a heart and soul. They need a reason and purpose—we call them archetypes. We utilize archetyping to create a brand personality and a story to connect your brand to its target audience.

 

Based off your archetype and your audience archetype, we develop your brand position and messaging architecture. This lays the framework for all communications that follow.

3. CREATIVE

Communicating your story is one of the most crucial parts of your marketing efforts. We are known for our ability to craft authentic stories seamlessly into the social and digital space. This requires a firm understanding of technology and the agility to communicate in a relevant time frame. Our experienced team has crafted stories for such brands as Anheuser-Busch, Chevy, Jamba Juice, AT&T, Mars/Wrigley, Marriott Hotels, People® Magazine, and many more.

4. PRODUCTION

Our multidisciplinary team includes in-house production to to bring your story to life. More than just producers, they bring a collaborative approach to video production that’s second-to-none. Additionally, having in-house production allows us also to turn around work faster than other firms. This is especially crucial in a world where branded content is king.

 

5. MEDIA PLANNING & MANAGEMENT

Telling your story—in the right place, at the right time—is just as essential to marketing success as any other part of the formula. We take a people-first approach to media planning, ensuring we never lose site of the human being on the other end of the message. Our social-first strategy results in superior reporting and attribution, and more importantly, provides vital data to optimize our marketing efforts going forward. Translation? Your ad dollars get smarter—and go farther.