By Brenda Coffee, www.1010parplace.com
Beth Bronfman is vivacious, smart, insightful, funny and always willing to help advance the cause of women in business. The recipient of three prestigious awards for women business leaders—the Presidents Award for the Women Presidents’ Organization, Office Depot Businessman of the Year Award and the Enterprising Women of the Year Award—Beth Bronfman’s built a multi-million dollar, New York advertising, interactive and branding firm, View The Agency.
VIEW HAS A REPUTATION FOR CREATING THE IMAGERY THAT MAKES BRANDS. BETH, AND HER PARTNER, KEVIN DOWNEY, APPROACH THEIR CLIENT’S NEEDS FROM THE PERSPECTIVE OF THE TOTAL BRAND EXPERIENCE.
“There’s so much clutter out there,” said Beth. “You have to develop a strategy that really stands out and that’s top-of-mind when the consumer’s ready to buy.”
During Macy’s “glory days of the 80s,” Beth Bronfman was VP of Advertising. Her time at Macy’s helped her understand the retail process: how to work with merchants, sell products and learn that advertising is a full-circle, brand experience.
“Sometimes clients will hire a digital agency for this, and a traditional agency for that, but what happens is there’s no commonality. There’s no Brand Steward. Because we understand how to sell the product, we’re in an ideal position to help the client. I am a Brand Steward in all aspects of my life. You always want to find the best ways you can to help people out, and it’s the same thing when it comes to selling their product.
“It’s not just the ad or the store, TV or the radio, and now, digital. It’s everything, all involved. I think that’s been our strength. We all (ad agencies) create beautiful ads, but it’s understanding the whole full-circle of integrating everything. It’s a very special skill set.
“Clients want to be on digital, but the question is, ‘Are you selling a brand on digital?’ ‘Are you selling the product on digital?’ ‘Are you selling back to a website?’ You have to have a strategy. It’s not just about taking their money and putting it on digital. You have to understand what digital can do for their product. You have to know how to integrate the design, the technology and the understanding of the retail environment with the other branding marketing you’re doing. We’re the kind of agency that acts as your in-house agency, because we’ll come in and work in all venues, because we understand each one and how they work together.
“People want a brand experience. They want to like and enjoy the product that makes them feel good. Whether it’s a Chanel bag, or not, the consumer has to think the experience was just perfect for them to spend the money. Then these customers become brand ambassadors, because they’re going tell their friends.”
BETH BRONFMAN’S ADVICE FOR BUSINESS OWNERS
- If you’re passionate about it, you’ll find a way to make it happen.
- Find organizations that help women in the corporate or entrepreneurial world.
- Never stop networking.
- Don’t be afraid to ask for help.
- Be a great listener.
- Learn to work on your business, not in your business.
- Always hire people that are smarter than you.
- It’s all about the long game.
- It’s never about you. It’s always about the client.
- Understand the buck stops with you.
- Carefully select an advisory board.
- Get a line of credit when you don’t need it.
- Be resilient.
- Don’t be afraid to fail, and don’t take it personally. It’s only business.
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