Every organisation projects an external image through a combination of advertising, editorial and direct contact with its market. This image is a composite identity – a mixture of perceptions – expressed by the company’s “culture”:
How that image may be perceived is conditioned by the self awareness of the company creating the concept. The perceived image and the intended image may be – as they often are – quite different. If the message and the actual quality of the service do not match, the customers may eventually go elsewhere.
Marketing and advertising executives are aware of this – although their expertise is primarily creative and aesthetic -their understanding is guided by numbers from surveys and focus groups. Kati St Clair offers a matching expertise based on intuitive insights drawing on more than 30 years’ of studying human emotions and her work with every type of clients. She is frequently asked to work with creative teams to help develop campaigns which are more effective.
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