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The Power of Different

Complacent. Reactive. Unremarkable. No business wants to be there, but somehow it happens. That’s why products often seem so similar, consumers are more fickle than ever, and brands are so interchangeable.

But there’s an escape clause from sameness. It’s called different.

When you wield the power of different, you change the game. Different gives you a new space to own, a unique story to tell. The ability to make new connections and build loyalty. Different is the fuel to become noticed. Remembered. Even iconic.

Different is in you. The New Group exists to liberate it.

We Tell Stories

The New Group is a team of creative strategists, craftsmen, and innovators, drawn together to develop unique, compelling business stories. Clients are our inspiration. Technology is our platform.

Since 1993, we’ve helped companies uncover their difference and leverage digital media to communicate it. While competitors speak at your audiences, we help you to speak to them. Where ordinary marketing tries to sell a product, we help you engage a customer and position your brand for distinctive preference.

We Reveal Opportunities

Creating the power of different is a three-phase process:

1: Defining your difference – Who are your customers, and who aren’t? What motivates them, and what doesn’t? Once we know your customers, we look at you. What makes you different, and what connects that difference to your customer? Sometimes it’s a unique aspect of your industry position, product or service. Sometimes it’s your people. Or maybe it’s just the special way you do things. We know it’s in there, and we’ll help define it with remarkable depth and clarity.

2: Communicating your difference – Customers don’t want to be sold, they want an experience – and experiences are created out of expertise. We’ve assembled an exceptional team of experts across four core disciplines we believe are critical to delivering your difference.

• Technology: Cutting-edge and interactive, but always functional and ready for business. The centerpiece for communicating your power of difference.
• Brand: Understanding your audience. Developing your distinctive message, and voice. Positioning your difference in a unique place in your customer’s mind.
• Creative: Giving style to your image and spark to your message. Always engaging and connecting with the viewer in an original experience
• International: Taking you global, with a thorough understanding of successful localization and international campaigns.

3: Validating Your Difference - Being different requires taking risks, making tough decisions and exploring uncharted territory. But we never loose touch with objectives. We constantly evaluate results. From collaborative post-project reviews to detailed effectiveness and ROI measurement, we’re relentless about understanding effect and measuring success.

We Unleash the Power

The power of different isn’t some ethereal, elusive concept. It opens new opportunities for increased sales, new markets, and profitable growth. Being different embeds powerful qualities into your business:

• The Confidence of Different. Taking a position of differentiation gives you a distinct voice and the ability to speak in your marketplace with a clarity and edge that’s not possible when you’re just trying to compete.
• The Psychology of Different. Being different can stimulate new consumer behaviors and perceptions, which in turn create new customer categories and new business opportunities.
• The Expertise of Different. Innovators automatically speak from a position of unique expertise, especially when their difference stands them apart from others in the industry.
• The Challenge of Different. Different takes you out of your comfort zone, and there lies the opportunity for greatest reward. Different has risk. But sameness is riskier.
• The Freedom of Different. Being different liberates your way of thinking and doing. It creates the unlimited business freedom to explore, expand, grow and profit.

We are The New Group

Are you ready to be different? Then let’s get started.

The New Group
4540 SW Kelly Avenue
Portland, OR 97239
Tel. 503-248-4505
Fax: 503-248-4506
Email: steve.marshall@thenewgroup.com
www.TheNewGroup.com