1.Hourly support

 

2.Workshop support

 

3.Project support

Client requires review, analysis, insight, and support of existing research.

 

Client requires full brand research, strategy, and tactical support.Client has capacity to do tactics in-house but requires workshop facilitation support to streamline tactical thinking.

 

[Ad Hoc Consulting]

[Workshop of Experts]

[A full scale project]

 

2. Brand Research

A successful brand is based in powerful, deep understanding. If you want a great brand, be prepared to invest in it. Brand discovery provides deep, sophisticated insights into a brand’s universe and differentiation.

We create understanding by conducting mixed-method qualitative research using one-on-one interviews, focus groups, online surveys, direct servation, and workshops – and, if necessary, methodically test qualitative assumptions for reliability and validity with quantitative research using hypothesis and model generation, measurement methods, variable manipulation and experimental control, empirical data collection,

and data modeling and analysis – and overlay it with context through secondary research using available research, social media analysis, and competitor reviews.

 

Develop Brand Observations & Insights

 

Aggregate & Analyze Brand Research

 

Primary & Secondary Brand Research

 

Primary Research:

In-depth interviews

Online surveys

Direct observation

Focus groups

 

Secondary Research:

Online research

Market studies

Competitor research

Social media trending

 

Identify Brand Opportunities & Constraints

Aggregation:

Ontology

Concept clouds

Word clouds

Statistics

 

Analysis:

Taxonomy

Link analysis

Association matrix

Spectrum-maps

 

Observations:

Brand associations

Integrated marketing

Market forces

Target markets

Organizational

 

Insights:

Brand vision elements

Product & Service values

Target market profiling

Critical brand touchpoints

Decision cycle mapping

 

Opportunities:

Critical brand opportunities

that need to be addressed.

 

Constraints:

Critical brand constraints

that need to be addressed.

 

5.1. Quantitative Research:

Qualitative research generates a brand hypothesis informed by a

relatively small sample size.

 

Quantitative research tests qualitative brand hypothesis on a larger, measurable scale.

 

3. Brand Strategy

A successful brand is built on a consistent, credible, and compelling foundation. If not, you're acting on a whim and a knee-jerk. Brand strategy provides a set of integrated tools and drivers designed to translate

easily into actionable tactics. Key foundation elements we define are a practical, usable brand positioning, personality, principles, and promise.

 

Complimentary tools include a brand visualization, vocabulary, ontology,

architecture, perceptual mapping, features, benefits, competitive differentiators, and target market profiles,

behavior, need states, and key messages. These are developed, reviewed, and refined with clients in a consensus-driven approach so that all decision-makers engaged throughout the brand definition process to

ensure buy-in across the board.

 

Why?

[Brand Vision]

 

What?

[Offerings]

 

Who?

[Target Markets]

 

How?

[Touchpoints]

 

Where?

[Decision Cycle]

 

BRAND POSITIONING

What does the brand do that is unique, who for, how, and why should they care.

BRAND PERSONALITY

If the brand is a person, what

kind of person would it be?

BRAND PROMISE

What emotional end state must the brand embody for its target market?

BRAND PRINCIPLES

What are the brand consistencies every decision must be filtered through?

BRAND FaBs

What five features and accompanying benefits must the brand own above all others?

BRANDED PRODUCTS

Define the products the brand is going to embody and their critical features and accompanying benefits.

BRANDED SERVICES

Define the services the brand is going to embody and their critical features and benefits.

BRAND ARCHITECTURE

Define how the products and services will relate to the parent brand and to one another.

BRAND TARGET MARKETS

Description of size, profiles, behavior, value, and priority of external, internal, and intermediary target markets.

THEIR BRAND FaBs

Brand features and benefits that will be focused on for each target market.

BRAND ARCHETYPES

Précis of an archetypal description of each target market.

BRAND NEED STATES

The rational-emotional need states of each target market & how it relates to the brand.

BRAND MESSAGES

Key messages the brand needs to project to each target market.

BRAND TOUCHPOINTS

List and prioritize key touchpoint experiences and interactions each of the

brand’s target markets value and why. Among others, touchpoints

may include the brand name and architecture, tagline,visual identity, product design, service design, advertising,marketing collateral, public

relations, interactive, social media, organizational culture, partner and intermediary relationships, customer service, and so on.

BRAND DECISION CYCLE:

Looks at how each touchpoint is married to a stage in each target market’s decision cycle and how each touchpoint experience is explicitly designed to have a distinct, measurable goal and role.

1. BRAND AWARENESS.

Which touchpoints disrupt and grab the attention of each target market.

2. BRAND INTEREST

Which touchpoints engage each target market and make them want to know more.

3. BRAND DESIRE

Which touchpoints encourage interaction and experience.

4. BRAND ACTION

Which touchpoints drive demand and encourage buying.

5. BRAND SATISFACTION

Which touchpoints create fulfillment and deepen relationships.

4. Brand Tactics

A successful brand is created through powerful experiences. Make sure it's a symphony and not a noise.

Brand tactics identifies and consult on the touchpoint assets that allow a brand to come alive in the hearts and minds of its audiences. Our approach elevates touchpoints from window dressing into hardworking, measurable brand tools. We also provide brand direction on the design of a brand's

touchpoints such as its name, tagline, visual identity, brand guidelines, interactive presence, color palette, social media, placement, pricing, packaging, marketing material, advertising, public relations,

environmental design, signage, corporate culture, and customer service.

A successful brand is a continuously managed asset. Our approach to brand tactics also provides the means for a brand to be monitored, measured, managed, and maintained for optimal success. Activities

we help deploy include brand training for executives and employees, brand implementation recommendations, goal setting, roadmaps, and oversight, and brand performance monitoring, measurement, and management.

BRAND

TOUCHPOINTS

DEFINITION

GOAL

ANALYSIS

DIRECTION

METRICS

RESOURCES

PLAN

Brand Architecture

Product

Design

Customer

Service

Interactive Experiences

Advertising

Media & Content Social Media

Interaction Create a shared understanding of what the touchpoint means.

How the touchpoint is designed to connect the brand to its target market.

How well the touchpoint currently performs within those parameters.

How to close the gap to optimize the touchpoint’s goal-performance.

KPI’s and methods hat measure the touchpoint’s goal-performance.

Skills, time, money, and institutions needed to make touchpoint successful .

Timeline, context, and milestones how to achieve the touchpoint’s goal.

Organizational Culture - Intermediary Relationships

Pricing Strategy

Public Relations

Promotional Strategy

Creative Collateral

Target Markets