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Ziba’s Mind Share of the Market Patrick Kerin Excelsior College

If ever a company wants to launch a new business or product it would

only make sense to have the best of minds behind the launch. Ziba Advertising & Consultant Agency offer such talent pool. What is unique about this company is that they understand that much goes into a project long before research and development take off. Their unique approach begins with the idea of concentrating on market equity, which when translated means to get the customer mind share as opposed to the market share. When you do this effectively then your brand and customer loyalty meld at the point that profits are soon to follow. Unique to the Ziba agency is that it is composed of 18 nationalities, 25

spoken languages, and 42 fields of expertise (Pinter, D., 2012). Of this diverse network of marketing minds they are composed into seven different discipline groups that uniquely come together and offer a full range of ideas and mindsets (Ziba.com, 2012). Over the 18 years that they have been in business, they formulated areas of concentration in consumer insights and trends, industrial design, environmental design, communication design, interaction design, client relations, creative services, and business development (Ziba.com, 2012). The professional

structure of the company in and of itself is an art form of marketing genius that you can’t help but to feel a sense of security once you put your business, product or service in their hands. Ziba’s approach is to first understand the consumer you are trying

to reach. In reality, we have so many products available it would be hardly an issue for a consumer to find a product or service that they need. We have so much stuff at our disposal, however, through deep consumer research, Ziba uncovers what is meaningful to consumers. Consumers look to add meaning in

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