By: Maria Williams
For decades, marketing has been a central part of business growth strategies, equipping owners with the tools to convey their brand’s unique voice and message to global audiences. Over the years, the landscape shifted from traditional TV commercials, side-of-the-road billboards, and magazine coverage to the digital sphere, where social media partnerships, pop-up ads, and targeted website advertising are paramount. Though times have certainly changed, the very foundation of marketing remains the same: connecting with new customers and strengthening the bond with existing ones.
A successful marketing campaign comprises an impactful message, often veiled in a humorous or witty setting, that reverberates in the audience’s minds. Especially in the 21st century, when trends come and go at the speed of light, staying agile and ensuring every nuanced detail connects into a well-rounded, captivating whole is crucial. Brian Franks, former VP of creative at American Eagle Outfitters and the founder of Where Eagles Dare (WED), believes that the key to long-lasting success lies in a holistic approach that harmonizes the digital and physical realms, ultimately creating a streamlined end-to-end user experience.
At the helm of WED, a team of creatives, visionaries, and innovators curates strategies that shatter conventions, push boundaries, and always carry an element of surprise. The firm’s blueprint – though varying from client to client – relies on seven steps, starting with learning and discovering the brand’s ins and outs. The following steps include a brief outline of the campaign’s goals, generating big ideas that connect with audiences on an emotional level, and transforming these concepts into enchanting art. The last phase revolves around executing and activating the campaign, monitoring and analyzing its effectiveness, and adjusting the strategy in real time, based on data and evolving customer needs.
Complex and many-faceted, executing this strategy masterfully relies on multiple factors, the most essential one being an all-encompassing team that can handle the intricate challenges of launching an innovative campaign in a world that has seen it all. “From designers to merchants and marketers, everyone has to be in sync, aligning on the overarching vision and on how to achieve it,” stresses Brian. “That’s what will help you stay nimble and competitive in the market—being on the same page, communicating, and not getting hung up on minor differences.”
Expanding on the first step – learning and discovering – Brian reinforces the importance of understanding how a client’s brand works from the ground up. According to him, only through working closely alongside a team, getting a glimpse into their routine, and truly immersing oneself in the culture and mission of others, can you identify their secret sauce – what makes them special. “You have to understand the unique selling points of every brand you work with. Once you do that, it ensures that you fulfill made promises through communication and delivering results that feel targeted, strategic, and passionate,” adds Brian. “This landscape doesn’t forgive easily, and this is not the place to cut corners.”
When curating a campaign, it is important to ask guiding questions that help get it right. For Brian, some of these questions are: Is there a desire for this product? How is it innovative, different, or better? Why does the brand stand behind it? Does the product align with the company’s voice? Does it ring authentic to who they are? Will it evoke emotions and emanate passion through a screen? Why should it exist?
Currently, Where Eagles Dare is implementing these tips within its brand-growing strategy for Five Below, a firm that has been undergoing a rebranding in the past months, now experiencing steady growth after WED’s intervention. With predictions of the full rebranding’s expression to launch publicly in Fall 2025, this partnership is promising to shake things up, attract the attention of consumers worldwide, and set a new standard for marketing and collaboration.
As the world shifts toward practices that highlight the human element in an increasingly digital era, Brian Franks and Where Eagles Dare stand at the forefront of a marketing revolution, one where innovation intertwines with creativity, forging impactful campaigns that reverberate in the marketing space for years. “In this industry, you win by winning the hearts and minds of people,” shares Brian. “It’s not about following trends or crafting strategies by the template; it’s about pushing the boundaries of creativity, shifting perspectives, overdelivering on promises, and nurturing the emotional connection between a brand and its audience.”
Published by: Josh Tatunay
