Breaking Through
NOTES FROM THE DEPARTMENT

Our friend Scott Fineman and his wonderful wife Lauren came to us 6 months ago to update the strategy, brand, and social media for their business, Frontier Travel Club. Over the last 30 years Frontier has been the leading high-end travel provider for adults with special needs and disabilities. Through travel and community they have helped many high functioning […]

It takes significant energy to choose your own way, to lead rather than follow.

Today there are leaders in almost every subject matter, we often refer to them as “influencers.”  But influence didn’t start with social media, it just was intensely amplified.  

Leaders are sought after and looked up to in our society based on their perceived expertise.  But leadership isn’t rocket science.  You can lead and start your own movement by combining your deep beliefs with effective communication and habitual actions, I call this the Architecture of a Movement.

Movements start when someone is willing to step up and lead, to care enough to become the champion of the movement.

From there you need followers. People who believe what you believe. The majority of the population love to follow, so there are always people available and interested in joining.  You just need to find your people.  It’s simple to understand, just evolve “product:market fit” to “person:movement fit.”

The Marketing Department was tasked with introducing global co-working company Mindspace to Miami. The aim of the campaign is to align the Mindspace brand with the evolution of the modern workplace, using Miami as the canvas.   Starting with the brand’s US foundational strategy, The Marketing Department led positioning, campaign messaging, creative direction, photo & video shoot, and local marketing strategy. In close […]

Remy’s robotic kitchen platform combines AI, robotics, and culinary engineering to radically transform the restaurant industry. The company’s flexible autonomous robotic kitchens deliver what was previously thought impossible – high quality delicious food affordably, consistently and profitably at scale.

Founder Yegor Traiman brought on the The Marketing Department to work closely with and the Remy Robotics team to establish their foundational/go-to-market strategy, brand identities, and develop proprietary DTC brands for their platform. Our team’s collaborative approach with the internal team ensures Remy remains agile, ahead of the market, and poised to evolve as the company scales.

TMD continues to lead marketing strategy, business development, creative and content for Remy Robotics.

Why doesn’t the traditional marketing model work?

In an ever-changing environment, flexibility and agility are paramount.

In order to do everything required to build a breakthrough brand, a business needs a strong leader, a dedicated team, and access to talented specialists.

BUT it is also not sustainable for a business to have a marketing leader + a couple of dedicated employees + a social media agency + a public relations agency + a digital marketing agency + a web development agency + a creative agency + photographers + a production company + and multiple other service providers required to build an effective marketing, branding, and communications practice.

And finally, extraordinary ideas and breakthrough brands are not built and nurtured within a corporate environment filled with bureaucracy, extensive approvals, and weighty processes.

There must be a better way.