Our Approach

The Science of Differentiation

"Any damn fool can put on a deal, but it takes genius, faith, and perseverance to create a brand."
          — David Ogilvy

Gazillion & One is a marketing communications firm specializing in the science of differentiation. We work with our clients to discover and define the key attributes that set them apart from the competition in order to develop one-of-a-kind brand position the competition cannot claim. Then we help integrate the brand throughout the organization to ensure consistent delivery of the brand promise.

Differentiation is how brands are born. And finding that point of difference is the critical first step to marketing your organization.

Diagnosis before prescription.

We love to create marketing campaigns, but we care too much about results to rush forward with only gut instinct, guesswork, and theories to guide our efforts. A rushed campaign based on an undeveloped brand is a guaranteed way to sabotage any chance you have of success.

Everything we do—every website we build, every TV spot we produce, every campaign we develop—is created with careful consideration and executed in service to the differentiation of your brand.

Our success—and yours—depends on how well your brand is differentiated from the competition. That's why we start every new relationship with an evaluation, a diagnosis of who you are and what makes you special in the market.

That's where your success begins.

Planning before execution.

Nothing happens by accident. We leave nothing to chance. Especially when it comes to the success of your brand. At the outset of every new effort, we outline the goals and objectives, research our strategies, and carefully select the tactics that will best realize the full potential of your marketing dollars.

The resulting annual plan is our roadmap for the year, outlining the journey that we will undertake together to help your brand reach success throughout the year.

Analytics vs. speculation.

Success is not subjective.

Buzz is not enough and awards don't mean anything. Marketing is about generating new prospects. If you can't measure your success, it didn't happen.

Everything we do at Gazillion & One is filtered through a battery of reporting metrics on an ongoing basis: Our creative is tested, the media mix is audited, and the flow of new leads is monitored and measured to give you the most accurate information possible.

Hard numbers, careful analysis, and detailed reports keep our clients in the loop. They know what's happening, as it's happening, and what the return on their investment really is.

"As far as I'm concerned, you outperform all of the agencies I work with all over the country. The next time I speak with your clients, I'm going to tell them so."
— Erin Jones, The Grand Rapids Press

"The presentation was wonderful. I heard several comment, 'There's no comparison to the others.'"
— Brenda Skujins, OCSECU Financial

"Congratulations and thank you as our board passed the resolution to adopt the new name/brand you proposed. So appreciative of all that you've done to make this possible for us."
— Marcia Soderber, SECU