Brand Positioning

Customer Research

We study your audience demographic to understand what appeals and attract them.

Market Definition

We seek to differentiate your products & services from your competition.

Brand Identity

We give your brand a powerful perception of quality in ways that resonates with your customers.

A brand isn’t static. Its performance changes over time as consumer preferences shift, new channels appear and competition piles into the market. Beyond that, overall performance figures can obscure underlying conditions. For instance, a brand’s rise might be unsustainably fad-driven; a decline might be due to a failure to recognize pockets of opportunity – so brands require ongoing care. To keep them vibrant, brand owners need an appropriate overall architecture, as each business decision has to stay true to the brand’s values, consumers and promises.

How We Help

We help you position, develop and invest in your brand to stand out and drive growth. And we do it by bringing an analytical perspective to brand strategy so clients can realize maximum value across all brands, products and channels — both offline and online — while recognizing the brand’s emotional elements.

As part of that, we can:

Evaluate overall brand performance
Validate the profile of each brand’s key consumer segments
Understand the key factors driving consumer purchasing behaviours
Understand pricing power and permission to play across brands
Identify growth potential through new channels
Assess the relative strengths and weaknesses of individual brands

In addition, we support the development of new brands or refreshment of an existing brand by doing the following:

Establish how the key elements of each brand (product range, price points, positioning, channel availability, etc.) are differentiated in the minds of consumers and channel partners
Determine the appropriate brand architecture, brand roles and rules to exploit a brand portfolio’s full potential
Define the appropriate and optimal role of each brand’s promotion and advertising messages across all channels including online

Your Benefits

A clearer perspective on which customers’ behaviour and brand positioning
A better understanding of each brand’s points of difference
A stronger market share from more defensible positioning
A clear investment plan for the brand and associated financial benefits
Higher revenues and profitability from improved alignment with customers and channels