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BGE Home: Toy Truck

With more than 300 work trucks on the road, GKV saw an opportunity to use this icon that many throughout Maryland had seen, but perhaps not used.

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GKV launches new creative for the Maryland Lottery’s Ravens scratch-off!

GKV launches our “HEED THE CAW” TV spot for our client, the Maryland Lottery

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About Faces Day Spa: Valentine’s Day Campaign

GKV leveraged About Faces’ social media presence to promote their gift certificates as the perfect gift for that special someone.

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Rosedale Federal: Residential Mortgage

In the first half of the year, mortgage applications rose nearly 90%. We weren’t surprised.

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Maryland Lottery: Ravens Scratch-Offs

The prizes you can win are the stuff of a Ravens fan’s dreams. So what happens when those dreams get a little out of hand?

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PANDORA: Martina McBride

We go beyond a simple tour sponsorship. Not only is PANDORA a fan of Martina McBride, Martina is a fan of PANDORA.

Garry Raim

Partner, Executive Vice President

Start the conversation today and find out what GKV can do for your brand.

    Category

    Retail & Consumer Services

    Consumer services companies face the daunting task of building relationships with consumers in categories that often lack trust.

    Everyone offers very similar services and says the same things:

    • Lowest price guaranteed!
    • This is our biggest discount ever!
    • Trust me, I am an expert!

    So, creating effective communications can be very challenging.

    To generate awareness and drive sales, you must do things differently than everyone else. You need to think and act like a challenger brand! Check out some of our case studies to see how we have helped clients break through the sea of sameness, and then call us to discuss your challenges.

    BUILD A LIGHTHOUSE IDENTITY

    Just as ships navigate the seas by lighthouses, people navigate life by people and organizations of character and conviction. For any company that GKV works with, we start by understanding and clarifying the consumer insights that drive choices. Our goal is to simplify the choice for the consumer.

    SIMPLIFY AND SACRIFICE

    You can’t afford to be all things to all people. You must focus on a powerful primary message while utilizing the most effective and efficient media vehicles. There are so many stories that a brand could tell about itself, but the strongest brands are usually very single-minded and are willing to sacrifice some secondary messages.

    CREATE SYMBOLS OF REEVALUATION

    Challenger brands want to disrupt the autopilot relationship they may have with the consumer by making visible changes, creating what we call symbols of reevaluation. Maybe a new service or a new logo or a new pricing strategy. Usually, it’s a visible change to the advertising. Whatever the symbols of reevaluation are, the intent is to announce to the consumer that it’s no longer business as usual.

    ESTABLISH AN EMOTIONAL CONNECTION

    Category leaders generally create the expectations of the category with rational benefits…we’re the biggest, we’re the cheapest, we’re the most convenient, etc. So, that territory is taken. Challenger brands need to be thought leaders. They need to create an emotionally-based rather than a rationally-based relationship with the consumer.