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| How We Work | We work in partnership with our clients to drive the best results for the brand and company. We pride ourselves in a systematic, yet flexible approach to research and strategy development. We are a professional, yet informal group that works well with a variety of clients. We support and build upon each other's ideas, encourage innovation and an entrepreneurial spirit. Integrity and passion are the hallmarks of our work and environment. |
| What We Believe In |
We believe that brands must be managed with discipline. Brand discipline requires a structured understanding of both the customer and the brand, as well as a structured approach to formulating brand strategy. The most effective strategic judgements are made when based on an empirical understanding of the consumer. That's why we combine the art of strategic thinking with the science of consumer research. We believe that brand equity
runs much deeper than brand associations and visual imagery. Brand equity
has two critical pieces • Brand Identity: who the brand is and what it stands for; and • Brand Delivery: what the brand offers and how it provides it. We believe that the strongest
brands are built through a combination of an ability to address the
target customer's functional and emotional needs (relevant Delivery)
and a unique identity versus its competition (differentiated Identity).
Effective brand building
activities such as positioning, portfolio development, and vision creation
require a thorough understanding of the brand's equity, competitive
landscape, business objectives and economic environment. We believe in a combination
of Kevin Keller's brand equity approach (the who, what and how of strategic
brand management) and W.E. Deming's continual improvement practices
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(see diagram):
(see diagram).