Mike Goefft
Prior to DDW, Mike has held senior leadership positions at Deutsch LA, Y&R SF, Doremus, Publicis & Hal Riney, JWT Sydney, and Ogilvy London. Mike started his career in Brand Management at P&G and holds an MBA from the Kellogg School of Management at Northwestern University. Mike and his wife Cindy live in San Anselmo, California and are the proud parents of Hanna and Lucas. When he’s not working, you‘ll find Mike either mountain biking, playing with his blues band, or cooking.
Specialties: Brand strategy, marketing strategy, brand experience design, packaging, integrated marketing communications, digital communications, global account management, business development, agency operations, experiential marketing
- All 6 Best Practices
- Pre-Meeting Discovery Process
- One-on-One Call with Expert
- Meeting Summary Report
- Post-Meeting Engagement
Integrated Marketing Communications
Defined Terms
- Brand
Brand is emotional shorthand for a wealth of accumulated or assumed information about a product, a service or an idea. It is present when the value of what that product, service or idea means to its audience is greater than the value of what it does for that audience.
- Brand Positioning
Brand positioning describes how a brand is to be perceived by a consumer and categorized among the brand's competitors and marketplace.
- Content Marketing
Content Marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
- Customer Experience
Customer experience is the sum of all the experiences a customer has with a brand or a supplier over the duration of the relationship with that brand.
- Integrated Marketing Communications
Integrated Marketing Communications (IMC) ensures that all communications and messages, across media, are precise, consistent and linked in order to establish one voice, enhance impact, deepen consumer relationships, affirm brand positioning, provide competitive advantage, while enhancing sales and profits.
- Integrated Marketing Communications Plan
An Integrated Marketing Communications Plan consists of marketing strategies and creative campaigns that weave together multiple marketing disciplines (paid advertising, social media, branded content, PR, sales promotion, in-store merchandising, events, etc.) into a cohesive plan. It aims to capture the attention of the target audience, engaging its members at the critical touch-points that most influence their purchase decisions, in ways that suit the particular goals of the brand.