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The Origin Story of How Smart, Strategic Ads are Born.

Our Marketing Strategy Development Process

Plan B doesn’t pretend to have a top-secret formula when it comes to marketing strategy. In fact, we’re proud of the fact that we use a selection of well-known, long-accepted concepts rooted in psychology as the basis for our strategic development process. The key is how we put it all to work.

Find out more in this not-so-secret-sauce video overview.

Your "why"

People don’t buy what you do, or how you do it. They buy the “Why” behind your brand purpose. Understanding your “Why” is critical, because the strongest customer connections are made when your “Why” satisfies a core human desire.

Brand archetype system

This set of universal personality types exists within all of us and plays a key role in our understanding of who we are and what we value. Brands can use these archetypes as mental shortcuts, allowing consumers to quickly understand a company and the emotional value of its product or service.

Maslow’s Hierarchy of Needs

Every ascending level of this hierarchy represents a higher level of human need. Each brand archetype corresponds to – and fulfills – different needs on the hierarchy. Connecting your brand’s “Why” and archetype to a need allows us to craft highly effective, emotionally compelling communications.


Applying all this thinking to the traditional sales funnel, we execute tactics using means of persuasion and advertising templates specific to where someone is in their customer journey. The goal is to be always on brand and in touch with what the customer is seeking on a deeper emotional level.

Take a break from tradition

After 20+ years of ignoring the norm, we’ve discovered we work best with rogues, cavaliers, rebels, and rule breakers. In other words, highly motivated marketers who recognize that opportunity often means doing the opposite of what everyone else is doing. Not blending in. Not playing it safe. Not waiting until next year. Are you ready to rock the boat?

Plan B named among Chicago's Top Ad Agencies