Identity management and getting back to our roots

Identity management and getting back to our roots

Identity management, at times, gets a bad rap. When we consider the act of capturing user information, we sometimes see it as a covert or unethical practice. When we seek to understand a user (employee or customer) behaviour or craft a perception of the user’s character, it is seen as intrusive. This perception of identity and profile data collection may be due to the fact we are seeking to build a “view” of our consumer (employee or customer) by the use of technology. Technology is cold and objective. What if we were to add context to consumer behaviour and profile data. What could we achieve for our consumers, and how could we genuinely craft a more intimate relationship?

Regardless whether you are focusing on employees, customers, partners or recruits, you are targeting consumers. You are seeking to build lasting, meaningful relationships with the consumers of your technology platforms, your product and your services. To better understand why we do what we do as Marketers, Communicators, Developers, Experience designers and Experience Architects, I believe we need to go way, way back to the beginning. Back before, our digital transformations, mobile connectivity and even the TV and the hay days of the broadcast advertiser.

I believe what you will find in the following simple snapshot of the Trousdale’s General Store is what we are all striving for with our digital experiences.

Welcome Back to Ontario Canada in 1836

General dealers were established in the 18th and 19th centuries in many remote populated places where mobility was limited, and a single shop was sufficient to service the entire community. Due to its close connection and confinement to its customers, general dealers often adjusted their sales offerings to the specific preferences of their community.

The oldest continually run general store in Canada is Trousdale’s, located in Sydenham, Ontario, which has been operated by the Trousdale family since 1836.

Sociability has always been a feature, as locals come to chat as well as buy.


Mr. Trousdale – Store owner

Ben Brown – Customer

The year is 1937 in Ontario Canada

Ben Brown has been coming to the Trousdale General Store since he was a child. Mr. Trousdale has known Ben since he was a young boy and has seen him grow into an adult with a family of his own. Ben has grown to trust Mr. Trousdale because Ben respects the life Mr. Trousdale has led. Ben knows Mr. T has been through the First World War, where he served as a field medic, he has seen and done many things. He knows when Mr. T was a boy, he helped his father build this store from the foundation up. Ben sees Mr. T as an advisory on all things, from hardware to medicine to life advice.

Mr. T. has built a relationship with Ben, heck he was invited to Ben’s wedding. He knows that Ben runs the fam about 2 miles out of town. He knows that he will soon be building a new barn for the cattle he is fixing to raise. He knows Ben usually has a set of extra hands to help him, but his sin had taken ill with intense flu. Mr. T knows what Ben will need as soon as he walks through the door.

Access and authentication

Mr. T. Knows exactly who Ben Brown is when he walks through the door.


Mr. T. Knows where Ben lives, How many members are in his family, he knows the condition of their collective health,

Exceptional Service

Mr. T. knows the supplies Ben will require to take the appropriate action in his day and his life.


Together they form a bond that spans time through generations.

Mr. T. Has the same relationship with his employees, supply partners, and other neighbourhood retailers.

The evolutionary Challenge

The year is 2019. Both Mr. T. And Ben are long since gone. The idea of the general store has faded and made way for big-box retail. The employee has multiplied exponentially, and the customer numbers are in the billions. We no longer reach a couple of miles outside of town; we reach globally. The consumer company relationship has experienced the disruption of scale. The broken bond has increased the distance between customer and company living enterprise organizations with little understanding of their employees, let alone their customer. To increase the divide even further add a layer of cold, emotionless technology and the hope of understanding the customer like Mr. T. Seems impossible.

To compensate, we have tried to leverage our technology through CRM, Supply chain for our partners, HRIS for our employees. To service our customers, we have developed beautiful experiences delivered through applications and media across desktop and mobile devices. All our products and services have digitalized.

Present-day 2020

We believe that taking a more empathetic customer-first approach to everything we conceive gets us closer to those strong bonds of Trust, Respect and relationship.


Your company has implemented or seeks to achieve a secure IAM (Okta, Ping Identity) Information access management system for employee access. Your organization aims to implement a CIAM (customer information access management system) to reduce friction and create a holistic view of your companies applications.


Build a team of professionals with capabilities in Technical Architecture, Cyber Security, and Development, to name a few. Leverage the technologies that form your technology stack for IAM success. To drive this forward and into the enterprise, you have faced the challenges posed by change management across executive and through lines of business.


Decreased friction targeting employee authentication and access. Each employee has one single identity. This unique identity allows the employee to access all applications and services that the employee is permitted and expected to interface. You will increased security, decreased risk, and reduced the level of effort for the IT teams. This reduction effort means the IT team can focus on proactive actions and innovation. We have empowered our workforce to become more efficient. Through efficiency, we increase our competitive advantage.

We collectively know more now about the attributes of our employees than we ever have. The more migrations and integrations that take place across the LOB, the more we will continue to know. We are amassing an incredible amount of data.

Present Day 2020 and Beyond


Create a foundation for the collection of your customer identities across all digital products services and marketing, and we hope to exact the same outcomes as with our employee efforts. You will require a Federated Customer Identity Access Management (CIAM) system and service to understand your customer better. It is our inference to create a single view of your customer that will communicate a 360 degree understanding of the person we transact.


Build a team of professionals with capabilities in Technical Architecture, Cyber Security, and Development, to name a few. We will procure technologies that form our technology stack for CIAM success. The selected Federated Identity Management technologies will need to traverse, ingest protocols from a more diverse and ambiguous list of applications and media. To drive this forward and into your enterprise, you will face more complicated change management challenges than posed by or employee programs.


In doing so, we will decrease friction concerning customer authentication and access. Each customer will have one single identity. This unique identity allows the employee to access all applications and services that the employee is permitted and expected to interface. We have increased security, decreased risk, and reduced the level of effort for your IT teams. This reduction of energy means the IT team can focus on proactive actions and innovation. We have empowered our workforce to become more efficient. Through this efficiency, we increase our competitive advantage.

Federate Identity Managed Service

Federated Identity Management helps customers reducing passwords, improving customer experience, productivity and security. Businesses benefit through reduced costs associated with password recovery, enhanced security, better data quality and increased customer engagement and revenue.

Federated Identity Management provides the seamless user experience, improves customer engagement and security. Federation also centralizes customer profile data into a Single Customer View for improved customer analytics, segmentation and GDPR compliance.

You will collectively know more about the attributes of our customers than we ever have. The more migrations and integrations that take place across the LOB, the more we will continue to know. We are amassing an incredible amount of data.

Federate Identity Managed Service + Context

Don’t leave any data on the table.


“In a time where differentiation, adaptability, and customer focus are essential business values, it doesn’t make sense that the sources for all activities—the identity and contextual profiles of all users and customers—are spread across incompatible and siloed applications.”

Radiant Logic

We have improved the employee and customer experience by reducing friction, increasing security, delivering transparency, and building trust. Your collective digital and physical experiences create an enormous amount of momentum and DATA. What do we do with the data? How can we better serve our customers like MR T.? We need to know the customer. Modernized Identity Management makes way for a deeper understanding, which creates new relationships with the customer that last.

Federated Identity Management does not just provide your customers with a single identifier across all your consumer-facing applications. You also connect to internal-facing applications. If we include applications used for marketing, sales and Human Capitol, we are capturing exponentially more, highly contextual consumer data. When duplications are removed, living a single identifier, we have a robust 306-degree view of your customer.



Your Enterprise organization

The Customer – People

The Workforce – People

Partners – People

Device, Technology, Applications – Things

Data – Contextual Identity Intelligence

Value to your Organization

Inform Application Development and Procurement, Inform Product Development, Empower a more agile competitive, innovative Enterprise,

Value to your Customer

Trust, Transparency, Empower, Personalization, Sense of ownership and control, World-class experience, A sense of connection to something greater, Strong, lasting relationship.

With Federated Identity Managed Services, we are taking a DMP that exists for one purpose in one line of business in one application and connecting it to hundreds of DMPS. FID provides a complete view, a clear picture of who that person is. FID provides a contextual understanding of that person. My actions will be different when engaging your customer-facing marketing than when I engage your customer internal activities and employee engagements. All engagements that tie to the single identity help describe who I am. If we group and divide these individual persons into groups and further divided into segments, Your will have the ability to:

  • Better support Business Strategies
  • Enhance customer experience both offline and online through Your media and applications
  • Strengthen Relationships
  • Deliver Personalized Experiences
  • Increase Consumer Satisfaction
  • Extend Lifecycles
  • Generate Competitive Advantage
  • Increase in Revenue
  • Delight the consumer
  • Deliver Personalization
  • Improve Customer Retention
  • Increase Productivity
  • Improve Operational Efficiency
  • Innovate faster
  • Iterate with agility
  • Discover hidden opportunities
  • Target communications
  • Elevate consumer experience and satisfaction
  • Act locally or globally
  • Service consumers across silos
  • Increase upset and Cross-Sell opportunities
  • Build better products
  • Mitigate risk
  • Enforce policy
  • Reduce Support Costs
  • Reduce Employee Attrition
  • Build Brand
  • Build Culture
  • Educate and inform


We have built a team of professionals with capabilities in Cyber Security, Data Science, Change Management, Business Strategy, Communications, Marketing, UI/UX, Development, Design Thinking, LOB Stakeholders, Executive Sponsors, to name a few. We will procure technologies that allow the team mine data and make it actionable.

  • Provide proactive and reactive services to surface consumer intelligence and support critical business strategy continually.
  • Empower Brand, Marketing, Sales, Human Capital, Business Development, Product Development, Partner programs across all lines of business.
  • Deliver timely consumer intel through an internally accessible web presence.
  • Provide extended benefits and access to data for Business units that partner with the CIIT (Consumer Identity Intelligence Team)
Your company is already tooled to engage your digital workplace

Your company is already tooled to engage your digital workplace

Marketing vs Promoting

What is Marketing?

Marketing is defined by the American Marketing Association as “the activity, institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value to customers, clients, partners, and society at large.” The term developed from the original meaning which referred literally to going to market with goods for sale. From a sales process engineering perspective, marketing is “a set of processes that are interconnected and interdependent with other functions of a business aimed at achieving customer interest and satisfaction.”

Excerpt: Wikipedia

Marketing focuses on the power of persuasion. Marketing works to prove the value of a product or service to entice a customer to buy. To get a snapshot of all the potential marketing tactics for persuasion, check out this articles by Marketing communicates a brand promise to produce individual customer’s alignment to the brand promise. When customers convert to a consumer, it creates brand affinity with the consumer. In digital marketing, the consumer is empowered to share their positive experiences with the companies brand experiences. Through the sharing of their brand experience across their network, the consumer becomes an influencer of further customer conversions. The brand will grow through this process, and profits will increase.

What is Promoting?
pro·mote (prə-mōt′)
tr.v. pro·mot·ed, pro·mot·ing, pro·motes

  1. To raise to a more important or responsible job or rank.
  2. To advance (a student) to the next higher grade.
  3. To contribute to the progress or growth of; further.
  4. To urge the adoption of; advocate: promote a constitutional amendment.
  5. To attempt to sell or popularize by advertising or publicity
  6. To help establish or organize (a new enterprise), as by securing financial backing: promote a business process or unit.

Within a well designed digital workplace, promoting is the act of “Influencing” change. The act of promoting in the context of digital transformation or building a modern workplace works to manage change efficiently. Promoting builds trust creates transparency, inspires advocacy, and empowers your workforce. 

To drive digital transformation, you must influence the creation, distribution, and sharing of knowledge to build a company’s competitive advantage. When you Influence behavioural change, you see improved customer engagement, stronger customer relations, and better products with a higher value. The inspiring of behavioural change will also improve processes that increase productivity. Promoting collaboration empowers employees and groups to excel, advance faster and innovate more often. Successful promoting builds an influential culture. Much like memorable brands are built by strong marketing. Decisive, targeted, purposeful promotions create a healthy culture.

You are already tooled to build your modern workplace if you market to customers.

The following is a less than an exhaustive list of marketing activities your organization or marketing vendor uses to engage your customers.

  • Marketing, UI, and UX are the basis for rich customer experiences.
  • Marketing tactics and strategies are intended to get them there, keep them there, and keep them coming back.
  • Marketing – Persuade and influence vs Promote – Inspire and Influence
  • The brand is the external goal vs the culture is the internal goal
  • Leverage available touchpoints, target employees where they are to provide relevant, timely personalized communications
  • Content that has value to your users is the cornerstone of content marketing. What does content marketing create for external marketing and customer experience?
    • Increase quality awareness of your business
    • Build an engaged audience
      • Their value is in their enthusiasm.
        • Their commenting on your social media posts encourages other people to do so.
        • Their social sharing increases brand awareness, and the chance your business is seen by people like them
        • Their opening of your emails increase your email reputation
    • Get new customers
    • Turn visitors into customers, immediately
    • Retain the customers you already have
  • Target your audience through segmentation to deliver the right message to the right customer group at the right time in the correct location.
  • How you design your information architecture is key to the clarity of your message. Information architecture supports your user’s ability to find 
  • A well-governed marketing team can address the Strategic, Operational, and Tactical activities effectively.
  • Marketing teams employ automation and measurement tools to asses the success and failure of a program or campaign to adjust to market changes and disrupters.

Your company is already tooled to design, build and execute your digital workplace. If your company markets to customers, every strategy, tactic, and most tools for engagement and measurement can be used internally. The narrative and the vernacular may be different, but how you approach the challenge is the same internally as it is externally. Hella creative can help you reduce the noise and create a clear road map for your digital transformation.[/vc_column_text]

Working with Hella Creative Solutions

Working with Hella Creative Solutions

Hella Creative has a single mission, Design Valuable Digital Consumer Experiences. 

Are you a good fit for engaging with Hella Creative? 

Internal Team Support

Many SMB and Enterprise organizations are at the beginning of their digital transformation journey. Internal teams face issues that hinder the advancement of their digital vision. 

A few of the challenges internal your internal team faces are:

  •  A deficiency in available resources to meet the expectations of their transformational goals.
  • Most modern workplace software companies provide minimal guidance regarding how best to be successful with their platforms. 
  • Unplanned governance through strategic, operational, and tactical channels causes programs and technology to be abandoned.
  • In many cases, an internal employee experience team does not exist.
  • The human resources team manages the modern workplace without corporate communications support.
  • The communications team drives the management of the workplace without human resources support.
  • Fail to deliver Internal communication plans that align with goals and intended outcomes.
  • You have difficulties gaining adoption or show limited engagement.

Hella creative truly partners with internal teams to ensure the goals of the organization are met or exceeded. Hella provides strategic planning producing a high-level road map to guide your team along their journey. We work with your team and stakeholders to prioritize operational goals. We work with your tactical delivery groups to ensure activities are implemented and activated successfully. We then work with your executive strategic and management teams to review outcomes and analyze data to pivot when needed and decommission actions that do not perform.

Hella creative provides end to end support and hands-on expertise. We augment your team where needed and train the trainer where possible. It is Hella Creatives’ main goal to ensure that your internal teams become a well-tooled knowledgable self-sufficient high performing group.

Partners & Alliances

Hella collaborates with partners that have complementary products or services that resonate with our core mission. 

Do you or your organization focus on any of the following for your customers:

  • You drive digital transformation and innovation for your customers.
  • You leverage technology to improve business processes.
  • You seek to improve the creation, storage, and sharing of workforce knowledge.
  • You support organizations in creating a culture of self-service.
  • Implement intranet or modern workplace strategies and platforms.
  • You are planning legacy technology and resource migration.
  • Provide user experience or user journey mapping.

Hella Creative partners with agencies and individual consultants to deliver the best in class consumer experiences. Through partnerships or alliances, Hella can help you augment your strategic teams when time and resources are maxed out. For organizations that concentrate on the sale of technology or the implementation of technology, Hella provides agile consulting. Hella can provide objective guidance through lightweight design thinking methods and agile activation planning. 


Hella creative is technology agnostic and can support with the implementation of most modern workplace technologies. We support the Microsoft and Google core business suite foundation. We will extract the most value out of your shadow IT (i.e., collaborative communications tools such as slack, or file and asset storage such as dropbox). For customers who have purchased Igloo software licences, we bring an intimate knowledge of the functionality of that platform. 

What is a product?

What is a product?

[vc_row][vc_column][vc_column_text]A product is a critical ingredient in a total market offer. The planning of the marketing mix begins with the formulation of a proposal that delivers value to the target consumer segments. This value offering becomes the basis on which the company builds profitable relationships with customers. The offering is also the basis of the company’s ability to compete in their designated market.

Set of attributes (characteristics, functions, benefits and uses) that give it the ability to be sold or used. Usually, it is a combination of tangible and intangible aspects. A product can be an idea, a physical entity (a good), a service or any combination of the three. The product exists for purposes and the satisfaction of consumer first and the capitol goals of the company second.

  • Primary product: is that basic service or benefit that the consumer seeks when buying the product. It constitutes the most basic and elementary level of the product.
  • Real product: The real product built on the primary product must have five attributes: quality level, characteristics, style, brand name and packaging.
  • Increased product: part of the original and real product to which it incorporates a series of services and additional benefits to consumers.

[/vc_column_text][/vc_column][/vc_row][vc_row row_height_percent=”0″ back_color=”color-jevc” overlay_color=”color-jevc” overlay_alpha=”50″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″][vc_column column_width_percent=”100″ style=”dark” overlay_alpha=”50″ gutter_size=”3″ medium_width=”0″ mobile_width=”0″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″][vc_column_text]

The product life-cycle management

The product life cycle extends from the concept through to the moment a product produces sales and hopefully, profits and possibly beyond. The time extends from the very conception of the idea, its launch, growth and consolidation in the market, maturity and the decline of it. Each stage of the life cycle of a product requires distinct and different strategic actions. 

The life cycles have a different duration and activities for each product type. Details of a life cycle depend on the scope of innovation, the category of the product. There can be outside variables that will affect your product life-cycles momentum. Some examples of variables are changes in the marketplace, business model, or even in the habits of consumers. 

What is the length of time a life cycle can take to complete?

There are products with a short life cycle, such as all those related to fashion or entertainment. On the contrary, other products have very long life cycles, because as time goes by they find new utilities that allow them to expand their market or extend their maturity period, it is prevalent to see very long life cycles in consumer products massive. 

The product is an essential element for a company and largely determines its existence. That is why companies try to systematize the sales behaviour of their products through their permanence in the market. Not all products remain during the same period, and even the vast majority do not experience the same fluctuations in their sales, nor the same situation in terms of prices, advertising and marketing. The life of each product evolves differently, but following an identical cycle, its life cycle. The phases that make up this life cycle are as follows 

  • Introduction
  • Increase
  • Maturity
  • Slope
  • Disappearance

It follows that a product has a limited life; sales go through different stages; profits vary according to the cycle; products require different strategies according to the group, sales mark cycle change. [/vc_column_text][/vc_column][/vc_row][vc_row][vc_column width=”1/1″][vc_column_text]

The value proposition/offer

It is the core of your business model

Your value prop encompasses a whole series of functional, emotional and experiential benefits the company delivers to the consumer. When the product value is Communicated accurately to the consumer, they will recognize the value as a differentiator of your brand offering. This offering will distinguish the product from other competing products. The value proposition of a company represents the promise the company makes to its customer to create an emotional or intellectual connection to its product or service.

For the development of the value offer, we must ask ourselves the following questions:

  1. Which services do our customers need, and how can we help them?
  2. What aspirations do our clients have, and how can we help them achieve them?
  3. Kind of treatment do customers prefer? As a company, how can we adapt better to your daily activities?
  4. What relationship do customers expect us to establish with them?
  5. Why are our customers willing to pay?

A value proposition creates value for a market segment thanks to a specific mix of elements appropriate to the needs of that segment. The value proposition can be quantitative in functional terms (price, service speed) or qualitative with high emotional content (design, status, experience, customer experiences, aspirations, projections)[/vc_column_text][/vc_column][/vc_row][vc_row][vc_column][vc_column_text]

Product strategies

The first Strategic focus of the product strategy is to define the path or the vehicle the product will take through the market.

Strategic pathways to becoming competitive

  • Compete through product proliferation 
  • Compete through value 
  • Compete through design
  • Compete through innovation 
  • Compete through the service
  • Compete through low cost 

Product diversification is currently the center of interest for companies and marketing and product managers. Product development and innovation are the main facets of competitive rivalry. Markets today are characterized by the expansion of new products, acquisitions and mergers. To keep pace, product teams need to pivot with fluctuations in the economic cycles, changes in demand, and technological disruption.

Product innovation

Innovations require significant new technology and budget funding. Change and digital transformations are integral to the success of a product in the current paradigm. Even if your product is not purely technological, it may be produce or clothing; technology will be an integral part of the success of your product. Some external technology could be your CRM, Supply Chain, Distributor Channels, Partner Channels, Marketing and social engagement channels. All of these channels and tools are elemental considerations of your product strategy.[/vc_column_text][/vc_column][/vc_row]