Our Philosophy

It's an interesting place, the CG Rethink Tank, and one we gladly lounge in often. It's a place with no standard answers, no value menu of marketing options; one where a simple question takes the helm for the direction of your marketing program...Why? We ask Why to understand the problems, situations, experiments, conclusions and other processes that got you to the point where you’re at now. We ask Why to get inside your head, and to get to the root of the situation that made you look for an alternate solution. We ask Why in order to develop an on-target recommendation for where you need to go next.

Because it's never just a Web site that needs to be developed, an exciting ad that has to be created, or a corporate brochure that's waiting to be written — it's a Web site that needs to generate sales leads for a specific industry, or an ad to promote a new technology that your company is extremely proud of, or a brochure that will forecast the future vision and goals of your business. So we ask Why to better understand your needs. And then we suggest Why Not?... in order to present you with other options for consideration that will help elevate your business.

Cummings Group is B2B. And why is that important? Because we are able to focus on and grow our knowledge base in areas that specifically affect B2B environments. The key to successful B2B marketing is to understand the various types of business relationships that influence the selling, specifying and purchasing decisions. It's the ability to speak about your technologies, operating processes and customer service issues, or just being able to explain your business in terms that speak to the audiences you are trying to engage. We've learned and mastered these tactics and techniques through our work in the food ingredients and equipment, industrial manufacturing and processing, on- and off-highway, paints and coatings, and packaging industries — but our experience and B2B comfort level isn't confined to these disciplines. We've simply taken this core knowledge level and integrated it into other areas that share the same operating philosophies and marketing challenges.