Brand and Business Strategy
Strategy is a matchmaker – bringing your company and your customers together.
Once we understand the soul of your company and the needs of your consumers, we bring the two together in brand strategy. This strategic focus provides direction for your company that drives business results.
We create inspiring and differentiated competitive strategies based on consumer insights, marketplace facts and value chain realities. Our process is both iterative and analytical. It is designed to produce marketing strategies and go-to-market plans customized for your unique business needs.
- Brand strategy
- Brand content strategy
- Portfolio strategy
- Competitive positioning
- Brand positioning
- Value proposition development
Insights come from knowing precisely what questions to ask. Only then is data meaningful.
There’s no such thing as off-the-shelf research. The real learning – the kind that illuminates consumer truths and brand possibilities – comes from knowing what questions to ask of what people. The proper line of inquiry is essential to illuminate meaningful insights. We use highly customized qualitative and quantitative methodologies to develop a unique and actionable understanding of the market, your customers and your company.
Armed with a proprietary view of your market and your audience, you are capable of building the deeply contextual, highly relevant consumer brand relationships that create competitive advantage and drive sustained success.
- Qualitative ethnographies, groups and dialogues
- Quantitative surveys
- Audience segmentation strategies
- Channel pricing strategy
- Brand metrics and analysis
Prioritization of consumer segments is essential to grow business and brand affinity.
Segmentation allows you to prioritize certain consumers for broader investment. It’s not about excluding anyone. It’s about focusing on those targets that will increase sales and influence other consumer segments. This allows you to build a business plan prioritized for growth and affinity.
We analyze how the value proposition is affected by consumer needs and wants. What are consumer usage behaviors? Barriers and drivers to engagement? This illuminates segment clusters and how to address their specific needs – giving priority to those that offer the greatest opportunities for growth. A great segmentation study informs all parts of your business: product development, finance, marketing, sales, customer service and training, and how to direct channel partners.
- Proprietary consumer insight
- Tailored ethnography
- Segmentation of consumer target by usage & attitude
- Segmentation/persona tools
- Segmentation activation plans
- Valuation of segments by spend or consumption
- Typing tool for segmenting future research
- Classification tool for segmenting digital audiences
Portfolio strategy is the blueprint required to address questions of brand architecture.
Portfolio strategy is competitive strategy. It’s how you position your brands across a category to ensure you target priority consumer segments and high value territories to grow your business.
We develop a good understanding of how your brands are currently positioned relative to the market and the competition. We literally map each brand against axis points – based on variables that are most relevant to consumers. This illuminates which brands are ideally positioned and which need adjustments in order to re-claim critical hilltops in the category. Done right, the strategy reveals a landscape where multiple brands in a single portfolio are able to compete and win.
- Market territory mapping
- Portfolio positioning against market opportunity
- Brand architecture for portfolio
Brand Activation Tools
Brands are built from the inside out. With tools to align everyone in your organization.
If you develop a strategic, creative idea – but it fails to find its way into your day-to-day business – it’s never going to work. Our brand tools are designed to align executives, employees and partners around brand strategy and company purpose to build a unified team of brand stewards.
We make strategy accessible to all stakeholders and demonstrate its relevance to specific roles and responsibilities. This inspirational translation of ideas helps ensure effective and efficient adoption of plans.
- Content strategy and direction
- Audience personas
- Messaging frameworks
- Activation tools
- Brand books
- Tailored brand guidelines by role
- Agency briefings
Metrics and Measures
To define brand performance, you need meaningful metrics.
The effectiveness of your plan is measured by the magnitude of your results. And the single most important aspect of measurement is to understand what you are measuring and why. Analytical data is highly persuasive. If it’s misinterpreted, it can be unproductive or even dangerous. Without an accurate view, it’s impossible to understand brand performance.
That’s why we immerse ourselves in your industry, your business and your brand – today, and with an eye on tomorrow. Then we develop customized methodologies to measure the true value of brand initiatives.
- Audience disposition metrics and measures
- Brand strength metrics and tracking
- Segmented results
- Audience insight synthesis