About Hypenotic

Marketing has changed a lot in the last few years. Most significantly in the way people are influenced by media. There’s simply too much noise to expect prospects and proponents to hear carefully crafted brand ‘messaging’ anymore. No one’s listening. And if they are, they’re not acting.

Today, we notice, interact with, trust and recommend brands doing things that matter to us. Relevance and usefulness are marketing’s new key performance indicators. It’s a great playground for Designers. Our real clients have always been our clients clients (get that?).

Finally, we should mention that we don’t like to pat ourselves on the back, so we got someone else to do it. Hypenotic is a founding member of bCorporation Canada. It’s a certification that gives us a gold star for being ethical corporate citizens, a yardstick for improvement, and a network of similarly values-led organizations. Yay, us.

Why we’re here

Hypenotic’s mission happens to be about cutting down on marketing noise by helping brands doing good things become relevant and useful. We call it Meaningful Marketing, and we do it in a 5-step process:

1. We start by defining a needle that what you do and the way you do it could credibly be perceived to be moving. More than just positioning, the agendas we help define offer benefits that cut across organizations and draw the attention of more qualified leads. Our approach shifts the focus from ‘what you do’ to ‘why it matters’.
2. We identify the audiences who could care about this needle as “communities of interest”. In a message-saturated, search-driven media-scape, targeting-tools like demographics are less useful than luring peers, prospects and partners who conspire to change the world with you.
3. We set up a dashboard or listening post to stay on top of their conversations. The best relationships are founded on the timely insight that comes from careful, consistent and strategic listening.
4. We teach you to participate in the conversations by being good citizens in your communities of interest–sharing, informing, connecting, encouraging, etc. online and off. The power of giving first, often and effectively is rewarding.
5. And we help you lead by creating ways for those interested in the needle you’re moving to take part in moving it. Your marketing will produce returns when it helps people do things they want to do.

Connecting with like-minded peers and converting vocal detractors is a measurably more rewarding practice than broadcasting and hoping something happens.

Who we work for

Over the last 13 years, through concerted effort to work on projects we think are important for people who inspire us, we’ve netted out at an interesting place.

Every one of our clients is either a visionary entrepreneur, an innovative ED of a non-profit or an intrepid ‘intrapreneur’ with the wherewithal to navigate to a small but dedicated team of design thinkers and doers. No one we work with is benchmarking against their ‘competition’, they’re all re-writing the rules. As you can imagine, the people and endeavours make our projects things we look forward to. And this matters to us.

Our Team

Hypenotic is a crack team of experienced communicators. We’re all here because we like developing cutting edge strategy, tactics and tools for cool people doing great things.