During the Spieker Point Inc. open house, Walter Schwabe from FusedLogic TV interviews Craig Blackburg, owner of Urban Jungle Brand Marketing about how analytics help build a stronger brand experience.

Walter Schwabe:

“We’re here at Spieker Point Software Engineering and Solutions at their open house and eighth anniversary. Welcome back to fusedlogic TV. I’m your host Walter Schwabe. I’m joined with Craig Blackburn owner of Urban Jungle. Craig welcome to the show.”

Craig Blackburg:

“Thank you for having me.”

Walter Schwabe:

“So let’s talk a little bit about Urban Jungle. What do you guys do over there?”

Craig Blackburg:

“So Urban Jungle is a brand marketing company and how that differs from I guess your generalist marketing company is that we specialize specifically in brand development. So I guess to give a little bit more context to that is when we basically help clients build their brands through strategy. A lot of companies when they talk about brand it’s more about the aesthetic components of a brand, your logo, your visuals, your packaging. When we deal with a brand it’s on a much deeper level so we’re looking at culture we’re looking at vision and mission of the company and we’re looking at building a brand that connects with it’s audience on another level.”

Walter Schwabe:

“Probably getting to that emotional connection that people will have with a company it’s products and brand and so on. Let’s talk a little bit about analytics you know of course we’re here at Spieker Point at their open house and analytics is a core thing of what they do. How does analytics help you provide better brand experiences for your clients?”

Craig Blackburg:

“Analytics help Urban Jungle build its clients brands in a number of ways. First just in setting the initial benchmarks of where a company is at in terms of its market position in terms of how it what kind of audience and following it has if any and what perceptions exist of that brand and what kind of loyal following it has or doesn’t have and once we have those initial benchmarks in place then we can tweak and make adjustments whether it’s re-positioning the company whether it’s changing some key messages. Whether it’s evolving it through a number of different ways we use those initial benchmarks to then build the company to where it wants to go to.”

Walter Schwabe:

“So helping them grow in a new direction sometimes.”

Craig Blackburg:

“So I guess maybe a good way we would look at doing that in an everyday scenario is looking at a particular product that people might have an affinity towards… You’re a glofer.”

Walter Schwabe:

“I am but not a very good one.”

Craig Blackburg:

“Are you? okay. What clubs do you like to play?”

Walter Schwabe:

“I have Calaway right now.”

Craig Blackburg:

“So you’re a Calaway fan. Are you a die-hard Calaway fan?”

Walter Schwabe:

“No, not necessarily it just happens to go straighter than any of the others”

Craig Blackburg:

“So some people are and they will when that new Calaway club comes out they have to have it. They will travel all around the city or go online to find that club and if it doesn’t exist yet or they can’t find it they’ll wait until it comes around so they can purchase it. That’s a loyal follower. They’re not going to purchase a Ping or a Taylor Made just because .the Calaway doesn’t exist.”

Walter Schwabe:

“So you leverage analytics to help that kind of loyalty grow.”

Craig Blackburg:

“Right, yes.”

Walter Schwabe:

“Thank you so much for joining us on FusedLogic TV Craig it’s been a pleasure.”

Craig Blackburg:

“Thanks for having me.”

Walter Schwabe:

“You’ve been watching Craig Blackburn of Urban Jungle on FusedLogic TV here at Spieker Point. Stay tuned.”