3 Be Relevant

Be Relevant. Stay Relevant.

by Jenny on September 30, 2022 Comments Off on Be Relevant. Stay Relevant.

Part of our brand messaging is “Be Relevant. Stay Relevant.”

It’s a phrase that started internally to reinforce our desire to continually grow and evolve. But then, the more we thought about it, we realized the focus of our services and solutions is empowering partner brands to do the same. We want them to be relevant and stay relevant in an ever-changing world. Since these are more than buzzwords to us, I wanted to share a bit more about what they mean.

Being relevant goes beyond having a popular product or service. It’s keeping up with consumer demands, preferences, and lifestyles so that relationships are strong and authentic. It’s maintaining awareness and clarity as competitive markets shift so that brand positioning strategies are based on current conditions. It’s communicating with audiences in ways that speak to their priorities and values. It’s going beyond being a provider of goods and services to delivering memorable experiences and significant value on a day-to-day basis.

So, we leverage customer insights to support our clients’ agile decision making and short-term initiatives. We identify emerging trends and opportunities that support growth and expansion. We seek to understand the person behind the purchase so brands can meet their needs, exceed their expectations, and keep them coming back for more. To be relevant, brands have to matter to their customers. And to matter to their customers, brands have to know the person on a deeper level.

Staying relevant is more than customer loyalty. It’s maintaining a strategic mindset and operating with foresight. It’s considering the future possibilities and potential impact of actions taken in the present. It’s tactfully and confidently preparing for the unknown, navigating uncertainty, and solidifying a competitive position. So, again, we leverage customer insights to ensure our clients are making data-driven, factually based decisions with a long-term perspective.

From a big-picture standpoint, being relevant is the first step toward staying relevant. That’s why we’ve leaned into our “Be Relevant. Stay Relevant.” message. It highlights the importance of keeping both the present and future in mind with everything we do. Rather than conducting a series of ad-hoc projects, we include strategic elements that serve as a foundation for future projects. Rather than setting customer insights aside after they’re used, we want to extend their shelf life and increase their value as new insights are gathered. Each piece builds upon what came before and strengthens the foundation for what comes next.

At the end of the day, our success at MacKenzie is determined by the success of our partner brands. If we can help them be relevant today, then we’re relevant today. If they stay relevant in the future, we stay relevant in the future. Our growth and development are intertwined, so we’re in it for the long haul. We want meaningful partnerships where people and collaboration are more important than profits and contracts. We’re not looking to get in, finish a project, and get out. Even if we’re not directly involved with a brand long-term, we still pride ourselves on having a long-term impact.

That “Be Relevant. Stay Relevant.” message is more than a tagline. It’s a commitment and a promise. Our intent and ambitions reach far beyond the here-and-now, and we’re happy to do whatever it takes to ensure everyone involved with a project is thrilled with the outcome.

If you’re looking to be relevant and stay relevant in an ever-changing world, we want to partner up. If you’re looking for a team of passionate, dedicated, and experienced customer insights professionals, we’re ready to show you what we’ve got. It’s truly a privilege and an honor to be part of a brand’s development journey. And we’d love a chance to be part of yours.


Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

JennyBe Relevant. Stay Relevant.