Meet Kwagga
Meet Kwagga!
Kwagga is Charlie Dougherty Content’s cheeky rockhopper penguin of a mascot. We could only wish our hair was as floppy as his.
As our mascot, Kwagga has a few roles - like any brand asset, he has to earn his keep.
For us, Kwagga tries to keep us on track. Whenever we go off course, he gets up on a stool and taps the glass of a framed A4 to get our attention back to where it should be: On our mission, vision and values:
Our mission: To bring evidence-based marketing to the content world.
Kwagga can’t stand when a good story gets in the way of good branding. There are a lot of myths in marketing, and only a few scientific laws. Many know the myths, but few dare to follow the science.
There are a lot of marketers out there, many more that have failed than succeeded. There are enough that have gotten lucky, though, that those myths seem like they have worked. And they may have, in the sense that the marketer made their mark and bought their Maserati.
However, all these lucky marketers mean that the myths drown out the science. The good advice gets lost in the noise.
Charlie Dougherty Content wants to be one of the good ones, and this means standing by what works best. Brands built over the long term, and customers willing to invest for years, and not just seasons, on good marketing.
This is what we stand by, and we want to work with customers who share the same values.
Our vision: A world of content in the service of brands, not metrics.
Sometimes we have to do performance marketing- Maybe the cash flow requires it, an investor demands it, or we just want to get a little love this weekend. Whatever it is, Kwagga has been around long enough to know that most weekend romances are marriage material.
The same applies to marketing and content. That which can be measured - yes it can be managed, but also it means that it’s not that valuable in the end. That which can be measured can also sometimes be overvalued.
Charlie Dougherty Content wants to build content for companies that
Stands for the company
Builds brand assets
Provides assets that attract more visitors than a many paid ads could.
This is content meant to last years, if not the lifetime, of the brand.
Our values: Good humor, good relationships, & open to new ideas.
Life is too short to take it too seriously, and certainly too short to spend it with those who don’t cherish it. Kwagga only spends time with people of good cheer, and makes sure to remind us when we seem to be breaking that rule.
He also wants to make sure we don't ever fall for our own myth either. We have to be willing to change our minds if the evidence suggests that we should.
We change our minds when it’s clear that the client’s brand will benefit from it.
It is that simple:
Charlie Dougherty Content does what is best for the client, no more - and certainly no less.
Which means that we are focused on the long term. This is where the best results are found, and we aren’t really interested in using our life energy on anything less than that.
Not only do long relationships create the best results, they also make the best relationships. We want good relationships, and we hope our clients expect that as well.
We salute you, Kwagga!
Until next time,
Charlie Dougherty Content