Brands are a company’s biggest asset. We help our clients build great brands that deliver fantastic products and services. Brands that people relate to and talk about, and that stand out in their minds. But above all, brands that people return to and pay a premium for.
Our brand management framework is focused on four key areas to ensure your brands deliver maximum value to your business, and how to fix them if they don’t.
Your sales data is in, and you know what your bottom line is, but do you know what lies behind the headline business metrics? Is your brand driving success, or are the sales coming in spite of a weakening brand? In a world where the traditional consumer journey has been replaced by a reflexive stream of interactions, clear data-driven answers are needed to manage and grow your brands effectively.
From experience gained through tracking hundreds of the world’s leading brands in over 40 markets, we deliver focused tracking research with real business impact. We combine professionally designed reports, online dashboards and activation workshops to communicate both the data and what brand decisions you may need to make. We apply our advanced analytics expertise across multiple data streams – including social media and communications activity – to create 360 degree models of brand performance.
Your brand needs to stand for something – something different. But in crowded, omni-channel marketplaces, this tenet of brand management is becoming increasingly difficult to achieve.
We work with global brands to understand how they are perceived by consumers, their points of difference, and what levers to pull to stand out from competitors and drive brand performance. Depending on your business issue we either position your brand within a category-specific functional and emotional landscape, or establish current and optimum positioning within our proprietary OCEAN~Plus model of brand personality and values.
Brand User Experience
Your communications may make grand promises, but are you actually fulfilling them? All the marketing budget in the world won’t make up for a poor user experience – and if you’re not researching, analysing and improving your performance through the customer journey, well you can be sure your competitors are.
Our UX approach cuts to the heart of the consumer’s brand experience – identifying key pain points and flaws, and also the golden moments to dial up to help convert people into brand champions. We leverage our analytical expertise in prioritisation simulators, modelling what-if scenarios to trade off brand uplift against required investment.
“When brand owners ask me what market research they should be doing, I always reply “First measure your brand’s distinctive assets…Find out what they are and how strong they are… Don’t assume.” Prof. Byron Sharp, the Ehrenberg Institute
Distinctive assets earn recognition and loyalty among your customers. Recognisable creative elements such as logos, taglines, shapes, typefaces, colours and even characters all evoke your brand in consumers’ minds at point of purchase. But do you know how strong your brand assets really are? As well as robust diagnostic approaches to evaluating comparative logo designs and taglines, based on the work of the Ehrenberg-Bass Institute we have developed a powerful framework for measuring the strength of the whole portfolio of assets at your brand’s disposal.