The other day I met my friend Mike LeBeau at his new company Weld Media.
Weld is a new breed of digital agency that is focusing on driving consumers into bricks-and-mortar retail stores (see the “store back” concept from P&G). I won’t reveal Weld’s secret sauce but their insights are driving them to a new concept called “path through purchase.” Any CPG brand that wants a fresh look at how to leverage digital channels to drive in-store sales should contact Mike.
In his presentation, Mike positions his agency as a "bridge" between the virtual and physical worlds, as well as between two parts of a traditional CPG organization. Since then, I've been thinking about bridges, both actual bridges and conceptual bridges.
A bridge not only helps us get from point A to point B, it can transform us in the process. Anyone who has driven across the Golden Gate Bridge on a foggy summer day and gone through the Rainbow Tunnel into the glorious Marin sunshine knows what I mean.
Our world is full of bridges. Here are a few.
- Process is the bridge between creativity and art
- Strategy is the bridge between an idea and reality
- A plan is the bridge between the short term and the long term
- Getting engaged is the bridge between being single and being married
- Pregnancy is the bridge between an empty house and parenthood
- Life is the bridge between birth and death
Don’t forget about the bridges. They are important. They are life.