| BRAND COMMUNICATIONS & STRATEGY
Your Brand Is
How People Feel
About You.
Everything you do is a communication that shapes how people perceive you. And how they perceive you — that's your brand.
So we shape the way people think about your brand so that they like, understand and trust you.
Even before they meet you.
That way, when they need what you offer,
they'll choose you first.
Positioning • Media Planning • Content Strategy • Brandphilic™ • Messaging Architecture • Photography and Videography • Consulting and Advisory Services • Copywriting • Full-Service Creative
•
Positioning • Media Planning • Content Strategy • Brandphilic™ • Messaging Architecture • Photography and Videography • Consulting and Advisory Services • Copywriting • Full-Service Creative •
| EVERYTHING ALWAYS COMES BACK TO THIS
People Do Business With People They Like.
That is The Foundation of the Brandphilic™ Approach
Brandphilic™ is the strategic framework we use to help brands become genuinely likeable, trustworthy, and understood — laying the groundwork narrative long before the moment of purchase.
BRANDPHILIC™ IS A PROPRIETARY STRATEGIC FRAMEWORK AND BRAND PHILOSOPHY OF LAWRENCE MANNINO AND LGM CREATIVE, LLC
We Remain Relentlessly Human.
In the age of AI and digital siloing, there is a hunger for connection. And we still make decisions based on how we feel - not just raw data.
| START HERE
Everything you do
is a communication.
From your internal culture to every customer-facing moment — your signage, advertising, store lighting, on-hold message, whether your trucks are dented and rusty or showroom-clean, your bathrooms neat or your website easy to navigate — every single touchpoint or experience with anything about your business shapes how people feel about you. And how they feel about you is your Brand.
| THE TRUTH
If people like you, they’ll choose you — That’s human nature, rooted in biology. If they like you, understand you and trust you, then they feel safe and will do business with you or support you. The opposite also applies.
| THE GOOD NEWS
We can shape your brand — the way people feel about you - by strategically changing how you approach those things.
“Working with Lawrence is like plugging into an idea machine with a human soul. He doesn't just write — he dives into the heart of the problem, thinks deeper, and delivers clarity wrapped in razor-sharp insight. His commitment to solving — not just scripting — is rare. And the best part? He's a joy to work with. Generous, curious, and deeply invested. I’d collaborate with him again in a heartbeat.”
- Marc Posch
Principal, Marc Posch Design | Los Angeles
“We've worked with Larry for over 20 years and his impact on both our business and our brand cannot be overstated. He has both focused and magnified our brand — which is saying something as we've been a family-run business since the 1800s. His creative work in capturing and communicating our story has been incredibly effective. He has our highest recommendation.”
- Bob Mills
Owner, Wm. J. Mills & Co | Est 1880 | Greenport NY
Over 20 Years Of Partnership
“Larry has been an essential piece of our business development and trajectory. He brings a clarity of thought and language that most seem to lack, frames challenges that we cannot always articulate, provides invaluable advice and perspective, and never fails to deliver the message I can never seem to express myself.”
- Dr. Brian Nathanson
Owner, New England Physical Care| Norwalk Ct
Over 20 Years Of Partnership
| OUR CORE PHILOSOPHY
| OUR APPROACH
| A LUT TO KNOW
| LIKE, UNDERSTAND
& TRUST. EXPLAINED.
Brandphilic™ is the proprietary strategic framework we use to help brands become genuinely likable, trustworthy, and understood — laying the groundwork narrative long before ‘business’, need and a more transactional relationship develops.
Ultimately, how people feel about you matters most. That's because people do business with people they like. That simple truth is at the core of the Brandphilic™ approach.
“Relentlessly Human℠”
Being Human - connectable, credible and honest - is how you win in the age of AI. The new tools of AI let anyone crank out a similar appearance of perfection. Which means everyone eventually becomes perceived a s a parity provider of whatever good or service they provide within their industry. The differences between you and your competitors become blurred, leaving price as the primary means of differentiation. Which means you must continually drop your margins to compete. That’s a slow death for your business.
To avoid this you must be tell YOUR unique story in order to connect, stand out, and demonstrate why you’re different, and why they should choose you.
AI has in many ways falsely leveled the playing field, empowering those who aren’t as capable as you to falsely create a shiny professional veneer that is difficult for a busy potential customer to see beneath. Being Relentlessly Human, memorable and engaging is your single best defense against your competition.
You may have heard of “LUTs”, or Look Up Tables, if you’ve done any video editing or film making. In a nutshell, a “LUT” is a preset, like a plug-in, that let’s you color grade video so that it has a specific look and feel. Using these helps the editor manage how the audience feels about your content.
In our proprietary Brandphilic™ system, LUT refers to Like, Understand and Trust - the three components of any Brand communication designed to help your audience - or potential client - feel good about you.
When we ask ourselves if a ‘communication’ is Brandphilic™, we’re using our LUT approach as a guideline and test to discern whether or not it helps a potential customer like, understand or trust your Brand.
Like. Communications and touchpoints designed to genuinely - and non-manipulatively - create connection and emotion. This aspect is focused on helping your audience warm to your brand personality before any proposition or, in many cases, contact.
Trust. Is everything. There’s a reason why you choose a restaurant with a long wait instead of the empty one next door. There’s a reason why you pay more for a 5-star reviewed item on Amazon, instead of the much cheaper 2-star reviewed one. It’s your gut, combined with social proof. It’s how you feel.
Building trust through communications demands an honest and open narrative; people don’t connect with perfection, people connect with other people that they share similarities with. And these similarities are often the same faults, challenges and feelings - not the curated veneer of perfection. We build trust over time by being honest.
We build trust by being Relentlessly Human in every aspect of our Brand or business.
Understand. This component is focused on providing clarity about what you do and why it matters - especially to a potential customer. This is not cold, but instead infused with a warm professionalism, and also positions you as a helpful, approachable expert in your category.
“Working with Lawrence is like plugging into an idea machine with a human soul. He doesn't just write — he dives into the heart of the problem, thinks deeper, and delivers clarity wrapped in razor-sharp insight. His commitment to solving — not just scripting — is rare. And the best part? He's a joy to work with. Generous, curious, and deeply invested. I’d collaborate with him again in a heartbeat.”
- Marc Posch
Principal, Marc Posch Design | Los Angeles
From your internal culture to every customer-facing moment — your signage, advertising, store lighting, on-hold message, whether your trucks are dented and rusty or showroom-clean, your bathrooms neat or your website easy to navigate — every single touchpoint or experience with anything about your business shapes how people feel about you. And how they feel about you is your Brand.
If people like you, they’ll choose you — That’s human nature, rooted in biology. If they like you, understand you and trust you, then they feel safe and will do business with you or support you. The opposite also applies.
We can shape your brand — the way people feel about you - by strategically changing how you approach those things.
Everything you do
is a communication.
| START HERE
| OUR CORE PHILOSOPHY
| THE GOOD NEWS
| THE TRUTH
Brandphilic™ is the proprietary strategic framework we use to help brands become genuinely likable, trustworthy, and understood — laying the groundwork narrative long before ‘business’, need and a more transactional relationship develops.
Ultimately, how people feel about you matters most. That's because people do business with people they like. That simple truth is at the core of the Brandphilic™ approach.
| OUR APPROACH
“Relentlessly Human℠”
Being Human - connectable, credible and honest - is how you win in the age of AI. The new tools of AI let anyone crank out a similar appearance of perfection. Which means everyone eventually becomes perceived a parity provider of whatever good or service they provide within their industry. The differences between you and your competitors become blurred, leaving price as the primary means of differentiation. Which means you must continually drop your margins to compete. That’s a slow death for your business.
To avoid this you must be tell YOUR unique story in order to connect, stand out, and demonstrate why you’re different, and why they should choose you.
AI has in many ways falsely leveled the playing field, empowering those who aren’t as capable as you to falsely create a shiny professional veneer that is difficult for a busy potential customer to see beneath. Being Relentlessly Human, memorable and engaging is your single best defense against your competition.
| A LUT TO KNOW
You may have heard of “LUTs”, or Look Up Tables, if you’ve done any video editing or film making. In a nutshell, a “LUT” is a preset, like a plug-in, that let’s you color grade video so that it has a specific look and feel. Using these helps the editor manage how the audience feels about your content.
In our proprietary Brandphilic™ system, LUT refers to Like, Understand and Trust - the three components of any Brand communication designed to help your audience - or potential client - feel good about you.
When we ask ourselves if a ‘communication’ is Brandphilic™, we’re using our LUT approach as a guideline and test to discern whether or not it helps a potential customer like, understand or trust your Brand.
“We've worked with Larry for over 20 years and his impact on both our business and our brand cannot be overstated. He has both focused and magnified our brand — which is saying something as we've been a family-run business since the 1800s. His creative work in capturing and communicating our story has been incredibly effective. He has our highest recommendation.”
- Bob Mills
Owner, Wm. J. Mills & Co | Est 1880 | Greenport NY
Over 20 Years Of Partnership
| LIKE, UNDERSTAND
& TRUST. EXPLAINED.
Like. Communications and touchpoints designed to genuinely - and non-manipulatively - create connection and emotion. This aspect is focused on helping your audience warm to your brand personality before any proposition or, in many cases, contact.
Understand. This component is focused on providing clarity about what you do and why it matters - especially to a potential customer. This is not cold, but instead infused with a warm professionalism, and also positions you as a helpful, approachable expert in your category.
Trust. Is everything. There’s a reason why you choose a restaurant with a long wait instead of the empty one next door. There’s a reason why you pay more for a 5-star reviewed item on Amazon, instead of the much cheaper 2-star reviewed one. It’s your gut, combined with social proof. It’s how you feel.
Building trust through communications demands an honest and open narrative; people don’t connect with perfection, people connect with other people that they share similarities with. And these similarities are often the same faults, challenges and feelings - not the curated veneer of perfection. We build trust over time by being honest.
We build trust by being Relentlessly Human in every aspect of our Brand or business.
“Larry has been an essential piece of our business development and trajectory. He brings a clarity of thought and language that most seem to lack, frames challenges that we cannot always articulate, provides invaluable advice and perspective, and never fails to deliver the message I can never seem to express myself.”
- Dr. Brian Nathanson
Owner, New England Physical Care| Norwalk Ct
Over 20 Years Of Partnership
What We Do
Brand Strategy & Positioning
This is all about defining where - and how - your Brand stands in the marketplace, who it speaks to, determining your Best Customer profile (that’s not everyone, btw) and how to reach them - this is where strategy and positioning are critical.
Messaging Architecture
Is the communication structure your brand lives by. Voice. Tone. Character. Your Brand has it’s own unique personality. It should feel alive. This is where we create the scaffolding for communicating all that is uniquely you. Disciplined but never rigid, it grows with you.
Full Service Creative
Everything is possible, but not everything is necessary to effectively reach the people who are the best fit for what you offer. Once we determine your Best Customer profile and how to connect with them, from expert copywriting and videography to digital and social - we can create it.
Business Consulting
Whatever is inside is inevitably reflected outside. So we look at how your business works, vet new opportunities and suggest ways to grow, well beyond marketing and communications and always in step with your evolving Brand and long-term goals.
| EVERYTHING CONNECTED,
EVERYTHING CONSISTENT
Larry
Mannino
| BRAND WRITER & STRATEGIST | PRINCIPAL,
LGM CREATIVE
With over 20 years as an advertising copywriter and brand strategist, I created Brandphilic™ as a codification of what I’d observed across hundreds of brand engagements: the brands that win aren't the ones with the best product — they're the ones people feel the best about.
Brandphilic™ is a proprietary framework for building that feeling. Strategically. Consistently. Relentlessly.
I help businesses, organizations and individuals get clear on who they really are, what they uniquely offer, and who their ideal customer is — starting from the inside, because if your business isn't right inside, your brand won't inspire confidence, loyalty and love outside.
NORTH FORK
& NYC
“Working with Larry Mannino was a pleasure and a learning experience. His ability to pinpoint exactly the right messaging for any moment is uncanny — he has an almost sixth sense for strategy and communication. Beyond his expertise, what truly sets Larry apart is that he's not just another corporate goon. He's warm, generous, and genuinely puts his clients first.”
- Henry Bingaman
Copywriter & Co-Founder, Indie Pro,
“Working with Larry was one of the smartest decisions we could have made. He took the time to truly understand our business, culture and offerings. While we were successful before, he helped us focus and came up with strategies that helped us massively raise our brand awareness, increase market share and revenues, and ultimately put us in a position to sell our company at a profit when the time was right..”
- Doug Matz
President, Flanders Heating & Air Conditioning