Brand strategy for ambitious brands.
Build a brand that stands out today and continues to grow tomorrow.
Brand Strategy reveals which needs and moments drive consumer choice, where opportunities exist within your category and which position your brand can occupy. It connects consumer behaviour, market insight and brand research, providing direction for your positioning, communications and the investments that will move your brand forward.
Who is
this for?
You are looking for new opportunities for growth.
Your market and target audience are evolving. The question is where the most promising opportunities lie for your brand to adapt and move forward.
You want to make more focused decisions.
You want to know which needs and associations genuinely fit your brand and where you can differentiate yourself from competitors.
You want to turn insights into a clear direction.
You know a great deal about your brand, market and target audience. Now you need to connect the dots and translate them into clear strategic decisions.
Brand Strategy starts with the question of where you can grow.
Brands grow when they are physically, mentally and emotionally available. Brand Strategy research shows how to increase that availability: the moments when your brand needs to be present, the target audiences with the greatest potential, and the needs and associations you can claim.
Growth opportunities rarely reveal themselves in a single metric. That is why we bring together insights about consumers, the category and your brand. This reveals where growth opportunities lie and among which audiences, when your brand needs to be present and how it can become stronger.
Brand Strategy research ends with a clear decision. You know what your brand will build on, which position you want to strengthen and where investment in communications and brand recognition offers the greatest potential.
What our approach delivers.
A clear direction for growth.
You know where the greatest opportunities for your brand lie and which ones best align with your ambitions.
A clear, distinctive position.
You know which needs and associations your brand can credibly claim to differentiate itself.
Clear marketing decisions.
You know where to focus and where not to, ensuring that your brand, communications and investments all move in the same direction.
A strategy that moves you forward.
You have an evidence-based direction to guide the decisions that follow.
Discover where
your brand can grow.
Benefits of
brand strategy.
We bring
it all together.
We do not examine consumers, the category, competitors and your brand in isolation. The connections between them reveal where the opportunities lie.
The strategic question
shapes the research.
There is no standard approach and no research for its own sake. We use what is needed to reach a clear decision.
We look beyond
the biggest opportunity.
Not every growth opportunity fits your brand. That is why we assess each one against relevance, differentiation and credibility.
We bring greater
focus to decisions.
We narrow the different directions down to what truly matters. This makes it clear where to invest and where not to.
The outcome is designed
to move you forward.
Using our research methods, we deliver a strategy that goes beyond the presentation itself. It provides an evidence-based direction that you can explain internally and translate into action across your brand and marketing.
Our solutions.
Category Entry Points.
Discover when consumers think about your category and how strongly your brand is associated with those moments.
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Image & positioning.
See how your brand is perceived and where opportunities exist to differentiate it.
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Distinctive Brand Assets (DBAs).
Measure which brand elements are immediately associated with your brand and which need strengthening.
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Usage & Attitude studies.
Understand how and why consumers use, experience and evaluate your category.
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Segmentation.
Identify which target audiences are genuinely different and how to reach them more effectively.
strategy
In practice.
What is Brand Strategy research?
Brand Strategy research helps you determine where your brand can grow and what is needed to achieve that growth. It connects insights into consumer behaviour, needs, the category, competitors and your brand. This provides a basis for evidence-based decisions on areas such as positioning, target audiences, Category Entry Points and brand recognition.
Which types of research can form part of a Brand Strategy?
That depends on the strategic decision at hand. Relevant methods may include Category Entry Points research, brand image and positioning research, Distinctive Brand Asset research, Usage & Attitude studies and segmentation. Methods can be combined when several questions need to be addressed together.
How do you determine which Brand Strategy research is needed?
Start with the decision you need to make. What information do you already have, and what insight is still missing to support that decision? From there, we advise you on the research method or combination of methods required.
What does Brand Strategy research deliver in practical terms?
You know where the opportunities for growth lie and which decisions are needed to capture them. Depending on your question, this provides direction for your positioning, target audience selection, proposition, communications and/or brand book. This gives you a clear foundation to build on.
When do you need Brand Strategy research?
Brand Strategy research helps when you face a brand decision for which existing data provides no clear direction. This may involve repositioning, changing consumer behaviour, new target audiences for growth or deciding which Category Entry Points to invest in. The research focuses on the insight still needed to make that decision.
Which Category Entry Points are most important for my brand?
The largest CEP is not automatically the best choice. You need to know how often the moment occurs, which brands are already strongly associated with it and how much scope your brand has to grow there. Considering these factors together helps determine which Category Entry Points warrant investment.
When is a new segmentation worthwhile?
A new segmentation is relevant when existing segments no longer support the decisions you need to make. This may be because consumer behaviour has shifted, the segments are barely distinguishable or teams find them difficult to apply. The first question is therefore not how to segment the market again, but which decisions the new model needs to support more effectively.
Our research specialist would be happy to discuss this with you.
Discuss your question with us and discover which research will help you move forward.
