What is Relevancy?

Relevancy is a human judgement made in the moment of a brands’ alignment to needs and desires.

A brand is judged on its’ craftsmanship, aesthetics, functionality, character, and the experience provided. A strong brand does not necessarily mean relevance, but a relevant brand will always be strong.

Relevancy is necessary for growth.

Do not confuse relevancy with: authority, expertise, authenticity, engagement, visibility or entertainment - though all are important to maintain positioning and leadership.

Personalisation is a means to relevance, but does not necessarily make you relevant.
Personalisation is a response to inputs, a process involving technology, intelligence and content. By itself, it is not an outcome.

Relevancy is context dependent - therefore only a human - our clients - can truly determine whether relevancy has been achieved.