Image innovation.
| As advisors, we believe in programmatic discipline.
Imagine running your platform without tracking asset flows, cost ratios, or run rate consistently. We can't.
At Relational, we hold that communications are about likewise about method and discipline. That is why we have developed techniques, decision-making and positioning objectives that sharply and immediately guide everything we do. We optimize to them: in campaign design, opportunity selection, and channel integration. They are proven touchstones.
Psychographic Edge
Psychographics is understanding consumers by motivations, as opposed to simply by identity traits, and adjusting your engagement to better reach them.
It is as applicable to the investment universe (and its sources of authority) as any market, and continues to be a source of intrigue in marketing and political psychology. But its discourse is notably missing from B2B communications and PR.
Not every media pitch or content asset needs to be infused with neuropsychology, but at Relational we do believe that persuasion is differentiated, repeatable, and taught. It goes beyond a superficial sense of a journalist's beat or facilitating trust in communications relationships. Rather it's about knowing what motivates and animates.
How? Insight and optimization. That is what we build into our platform and client put to work for clients.
Knowledge, not luck, keys our success.
VIRAL Decisioning
VIRAL is how we plan, execute, and measure campaigns. Five pillar objectives that are sharp, straightforward, and widely applicable to any communications mandate.
| Validation.
Gaining authority with key (or broad) audiences. Includes platform and partner selection, quality and reach, but also future earned engagement and image building with those who matter most.
| Impact/Influence.
Image framing, audience resonance and demonstrated outcomes as a result of strategy, reflected both in and outside the enterprise.
| Recognition.
Positioning among peers and sentiment, including degrees of change or future citations and agenda setting.
| Amplification.
Population within broader marketing and sales ecosystem; social, executive and internal communications channels; consultant and industry analyst incorporation.
| Longevity.
The end-value of the asset or campaign to the brand; how it performs, is referenced and provides unexpected value over three, six and 12 months.
C4 Practices
Craft and curiosity come included with us. Understanding you, your world, and your market salience; this candidly is the fun part.
For investment platforms and partners, however, that isn't really what makes a sustained difference in building and capitalizing upon an image. Rather, the long game is won with precision and impetus. We like to refer to four practices in positioning and messaging that achieve those wins.
| Clarity.
Not only distinguishing and precise, your image must be engineered to always engender motivation and draw engagement from audiences that matter.
| Continuity.
Persuading minds (and capital) towards you requires consistency. The right muscle memory, voices, and demonstrated joy, confidence, and alacrity in your direction. These link your campaigns to broader strategy, while reducing drift and unforced errors.
| Credibility.
Proof, partners, track record and advocacy. Believe it or not, many B2B agencies presuppose that a novel mission or brand work are enough. They aren't. Your ecosystem is what burnishes your image.
| Control.
Owning who you are as a firm, and your role in the category and industry. Few platform journeys are linear, and there are moments when you will be asked to react. Coming out stronger is about discipline and harnessing critical mass.