Brand Strategy & Targeting

Today’s marketplace is typified by brands seeking to differentiate themselves, keen to explore new market opportunities, and determined to identify and communicate unmet consumer needs in pursuit of competitive advantage.

The most powerful marketing strategies succeed in motivating people at the deepest levels of values and emotions, and give visible ‘reasons to believe’ via clear product features and benefits.

To meet the challenge of keeping one step ahead, today’s marketers need to ask themselves:

  • Is my brand strategy right? Is it different to competitors?
  • How strong is my brand now?
  • How should I organise the architecture of brand, sub-brands and product lines to address different customers segments’ needs?
  • How could I strengthen the bonds between my brand and my customers?
  • Is my brand fit for the future?
  • Would I be better to re-position my brand, stretch it, or partner with other brands?
  • Who are the consumers that will benefit from my brand/product? Where is the market opportunity?
  • How do I become relevant to the lives of my target audience?
  • Which brand positioning has the best sales potential?

Our approach, successfully combines expert knowledge with technology, deep sector understanding, brand strategy and communication know-how and robust marketing insight to enable you to answer all these questions. The approach gives you everything you will need to define your future brand strategy and communication activities in a fast and agile way.

How do we do it?

We thoroughly investigate the critical steps necessary for developing your brand strategy:

  • Who: understanding in depth your target audience, how well you connect with them, and how each marketing action will resonate with them
  • Where: explore needs, positioning, competition, partnering, stretch opportunities
  • How: Identify the components that build a brand position through connecting to people’s emotions and values
  • Review: check what you’ve achieved and your outlook for the future

In support of this activity we implement a blend of some creative ‘tools’ within our portfolio such as needs mapping, segment and brand footprints or brand linkage and blend of our agile or automated products such as communication screening; creative testing or hibrands; tools which deliver fast and agile solutions for you to be able to decide quickly and with lower budget you spent in the past.

To understand how to build a positioning, we study consumer perception and motivation following the maxim:

“Persuade rationally, motivate emotionally”