the equation™

a scientific method

The Marcus Thomas methodology is modified for each project, depending on the nature of the challenge and unique needs of the client, but it basically breaks down to seven steps. These steps serve as the touchstone for all activity to ensure attention is given to the big picture:

We have developed The Equation to ensure focus, consistency and achievement of an organization's goals. That's why we start with clear definitions of the client's business goals and objectives. That's what our marketing and communications objectives must focus on.

Achieving those goals and objectives requires a lot of insight about both internal and external audiences. We need to understand their perceptions, motivations, attitudes and associations relative to the category, and all the brands that compete within it. We define what each audience must do or say to enable us to achieve the business goals, and we identify what they must think or believe to compel that action, and what obstacles might inhibit that action. This sets up a clear communications challenge.

Based on the above, we form hypotheses on how to effectively move from our current reality to our envisioned future, driving audience thoughts and beliefs – and, ultimately, their behavior. We test these hypotheses and any other mission-critical variables to ensure we're on the right track.

The process provides the focus and direction needed to develop and execute the strategies and tactics that will drive the client's business goals. And it provides the metrics and methods to measure the campaign's results.