GreenRubino’s “Brandidextrous” Promise

GreenRubino is an integrated marketing and communications firm—offering a comprehensive range of in-house services. In case you’re wondering about the term, “brandidextrous,” let’s be clear that I am not savvy enough to have made it up for my humble blog entry. It comes from the About GreenRubino page on the firm’s website. If you’re a brand-essence minimalist, you should be brandtoxicated by the thought of capturing it in one word.

I talked to the firm’s president, John Rubino, to ask what makes them special. John explained, they’re the only firm around that is actually delivering on the integrated marketing promise with all competencies in-house. Over a decade ago, they made a deliberate move to become more integrated, and they have been organically growing the practice since then. John noted that it’s important to stay aware of what’s going on in the marketing industry and understand the landscape. Change is constant, and they are continuously adapting to deliver a comprehensive range of solutions to clients. When new channels and tools begin to show promise, in terms of added value for clients, they will look for opportunities to incorporate them into the business.

How does the marketer do marketing? GreenRubino has a solid reputation, which is one factor that drives new business. They actively use several channels to get the word out including social, print ads, sponsorships, and of course their website. Like many leading edge businesses, they’re striving to produce rich content that can be discovered. When talking about channels, John highlighted the Puget Sound Business Journal, noting that it has been a great resource for reaching business decision-makers. GreenRubino holds positions on a few categories in the PSBJ Book of Lists.

When I asked who is GreenRubino’s ideal client, John said they don’t try to focus on specific industries or segments, which he noted is a little unusual. Instead they look for a certain type of client who wants a partnership and wants to be challenged, rather than calling all of the shots. More fundamentally, the right client is someone who connects with GreenRubino’s work. Now I see a new angle on what it means when they say, “the work works.” An honest, authentic connection to the client is like a conduit for the brand message—at least that’s my take on it. I’m a believer: followers + 1.

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