Welcome to marketing in today’s world: budgets are tighter, the demand for accountability is greater and the rapidly changing media landscape is making your job harder than ever before. Nothing is simple anymore! Successful brands identify a strategy and then work toward it. The strategy must manage all aspects of the brand from the product itself through to the personality it projects. A strategy may also choose to focus on an influential stage in the customer journey or path to purchase. To deliver consistent and excellent brand strategy, corporations of all sizes are seeking to improve processes and analytical aids.
How we can help
Answering tough brand questions is what we do. Powerful analytical solutions can go below the surface of survey responses to uncover the real drivers of customer behavior or preference. We can provide answers on the potential of new product features or messaging and show organic shifts in market share resulting from changing consumer sentiment. We have created structured processes and tools that help share best practices and manage the quality and consistency of marketing strategies. In doing this, we use the signature Pointlogic approach: strong analytics and software allied with a commitment to maintain the voice of creative thinking and ideas. We identify return on brand positioning. We’ll be able to tell you what the return on message will be if you change the message and what you can expect when you change your brand positioning.
The technology to deliver Brand solutions
The Pointlogic difference is the seamless ability to merge research, data, analytics, and consultancy and to deliver this in friendly tools. Our modelling to understand behavior is smarter because it works at an individual level. We start with a regular set of survey data and questions but can work them much harder through analytics. Our software tools are a notch-up in their professional build, their flexibility, and, most of all, their ability to put the human voice alongside the technology. The net result is that our brand strategy solution, called Pointlogic Brandpoint, is elegantly integrated into our clients’ processes and work.
How this has worked for our clients
One of our retail clients was successful in selling kitchens. In a changing market, however, it came upon a challenge. First, the kitchen contains a range of deliverables from units to appliances. There are also a range of dimensions that the client could focus on through marketing. Should the client focus on price or place after-sales service at the center of its offer? We used a combination of survey and modelling to identify which parts of the offer really drove brand choice. We also went beyond this and identified a set of potential media channels that had a great fit with the new brand focus and message. This end-to-end solution delighted the client and enabled it to improve the offering and to deliver productive briefs to its agency partners.
What types of challenges can we help with?
Brand strategy can be defined in many ways, and our solutions reflect that. Here are some of the things Pointlogic Brandpoint can help with:
Decision support and workshop designs to build a brand strategy
Uncovering the true drivers in a category for purchase, loyalty, and advocacy
Simulations to show the effect of changing (or launching) brand offerings and personalities
Identifying the potential of a messaging strategy
Prioritizing and valuing customer journey stages
Determine which channels work hardest to increase media ROI
Would you like to know more or do you have a question? Please don’t hesitate to contact us and we will work with you to take on that challenge!