agency presentation

inhale maximises added value through implementing strategic and tactic marketing changes to products, services and business processes.

Our mission is to inspire entrepreneurs and business set ambitious goals.

inhale was created by two professionals with backgrounds in marketing and various creative fields. The agency portfolio consists of real businesses that are either partially or completely owned by the inhale founders. However it does not then follow that our participation is limited by our shareholdings in a particular business, instead it means that our focus is on working on long-term and sustainable projects.

We are involved in the entire life of a business, product or service, from the initial idea till the product's delivery stage. Whilst our foremost passion is in the creation and origins of products and services we influence every aspect of the final product.

We seek simple and understandable ways to communicate the benefits of a business model and its creative essence.

For our clients we provide complete supervision over the operational process, until we are satisfied that the business is run according to its original idea. This supervision spans from all the details which make up the customer’s experience, such as fragrances or a type of pen in the hand of an employee, and ends with the production processes. 

Unless you are armed with real life experiences and skills mastered through passed successes running your own projects and businesses, then it is impossible to offer the pastoral care that we provide. We believe in simplicity, clarity and consistency in every detail of the business process. We do not create ads that increase sales, we create businesses based on brand added value that sell themselves.

What we do

In order to maximise added value we study both the market and the clients. 
Based on that information we create or adjust current brand positioning. 
This lays the foundation for further development of a business strategy. 
We immerse ourselves within the business in order to gain a detailed and complete picture, and thus tailor an appropriate business strategy and model. 
We maintain control and adjust, if necessary, the business processes and marketing communication until results are achieved. 

Projects

FIRM & haze

Background

The haircut services market for men and women in Ukraine consisted of old formatted places which provided outdated formatted services. We discovered an opportunity for us to reformat it completely, to provide a service and brand that was not expected by either the current players in the market or by customers. 

Idea

FIRM was designed for men and Haze for women. The idea behind both brands was to promote not the only the services themselves but also a way of life. The brands were designed to help customers express a particular attitude to life. A decision was made not to emphasise the rational part which stood behind the naming and places themselves.

Insight

It is increasingly harder to show your male or female qualities. The real one that is, and not those based on clichés which mass media, advertising and society pushes forward. Most of the brands promise you general improvements, to be become better, or become the opposite of something else or to be a part of something.

Strategy 

We decided not to call for something and not to promise anything. We chose a pull strategy. Building fair a image based on basic relevant values for men and women. We elected not to focus on trying to be nice or beautiful, instead we focused on showing people who we are and what we believe.

Tactics

We did not use any type of 'call to action' or price offers. We communicated the values of the brands through image videos, through collaborations with other brands from different markets which were close to our brands by their positioning, by asking market leaders to endorse our brands without any promotional activity from their side.

Operational activity

All the staff was not trained but instead were initially picked according to brand values, and then by their professional skills. Interior, graphic design, kinds of scents insides - each and every detail was designed to support our idea and values, to communicate the believes of the brand. We purposefully did not pay attention to any client comments or desires. No doubt, by deciding not to react to audience needs and instead to build said needs, we choose the an arduous and difficult path, but ultimately a rewarding one. 

Prices

The pricing was also part of our marketing strategy. We set prices 50% higher than the market middle and high class hairdressing salons. The price was intended to be a part of experience for our client. It was designed to make him/her feel the value not only of the services but of all the emotions experienced in the place. To became a subject of little boasting while chatting with friends.

Marketing

We developed strict rules to guide marketing activities, these include: not to speak about the service itself, not to speak about prices, not to speak about quality, comfort etc., just not to speak about any rational attributes and characteristics. We created a splendid customer experience which was aimed to serve as a trigger for word of mouth communication.

Retention

We purposefully did not engage in any activity specifically aimed at retaining our customers. We developed the brands in a way that would encourage them to stay interested. Our marketing mantra is to develop the brands ahead of the audience's needs and expectation. We keep these brands interesting for them but not familiar and friendly. 

Results

Two brands which are moving the whole industry forward. They were copied and continue to be copied by competitors. Brands have taken flagship positions on the market. As of today, FIRM has 10 branches in 4 countries.  

Added value

Created brands give clients more than just a quality haircut, they offer the possibility of being yourself in a particular place and time. You should not be cool, rich or stylish, you should be yourself. 

Pain and Gain

Background

A sport is both distinguishable and inseparable from the personalities who make it what it is. The famous sportsmen became a brand, they become names and products, but the real person behind the brands is usually hidden behind his or her victories, defeats, successes or scandals. 

Idea

To support the essence of the sport - the souls and characters which stood behind it. To show the world that Rome was not build in a day, to share the difficult and gruelling pathways these now famous sportsmen have taken in order to become a part of the history.

Insight

To support and inspire all those who are still striving to reach their goals - whether it be a business, studies, or sport. To show them that they are not alone, and hard times are merely the footsteps to success. 

Strategy

To become a place where one can find inspiration for ones own struggle.

Tactics

We invited famous illustrators to support the project. Mixing sport with art, underlining that success is a feeling - a mind set. We are expanding the project further. We will tell people not only about the sport, but about a person who through hard work and persistence achieved what he was striving for. It could be a business, an art, music, or writing. In this respect the project is borderless. 

Marketing

Though writings about famous people we attract an audience which is interested in these people's lives. The project promotes itself through its content.

Added value

Despite the unique content which is common for such types of resources Pain and Gain provides the reader with a badge of a successful person who knows the price of success consequently, as person who is paying that price right now which makes that person estimable and respected.  

Booster

Background

The Moscow fast food market is saturated and highly competitive - it boasts world famous players, as well as local players. We had to create the brand and a business process that could rapidly take a significant share of the market and compete successfully.

Insight

Hunger gives you freedom not to think about your social affiliation or the price. 

Strategy

We made "hunger" clearer and more urgent than ever before. Not the taste, style or price - it was all about the hunger itself. Brands sell hunger as an excuse for everything: for under pricing, for over pricing, for too nice an interior, for a not so stylish sofa etc.

Tactics

We decided to speak about the true feeling of hunger. This truthfulness was laid into a brand platform, we employ the term “For Real”. For Real Hunger, for real taste, for real healthy, for real comfort and speed. We jettisoned all the unnecessary messages and appearances from the brand - sophisticated recipes, cool interior design, loud promises of becoming better with Booster. We reduced everything to the essential message, its all about hunger, and Booster was the answer to your hunger. The statement is - Booster for those who are hungry for real.

Added value

You get a free space to satisfy your hunger, without any expectations, or judgements, without having to consider your own status, without any media noise emanating from the brand itself.