Brand Strategy

Build a connection with consumers that incorporates the rational, emotional, and personal closeness elements that drive predisposition.

This requires getting the right messages to the right people at the right time —in the right sequence.

Our process breaks this into five modules.

Listen

Learn how consumers think and feel about product categories and brands.

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Engage

Develop the right messaging strategy to reach your most important segments.

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Optimize

Optimize each messaging execution so it resonates with its intended target.

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Connect

Deliver your optimal digital campaigns to the most appropriate and receptive individuals.

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Perfect

Track smarter and refine your brand’s image over time.

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Listen

Our fusion of open-ended and closed-ended questions elicits consumers’ unfiltered perceptions, revealing their category associations, expectations, and barriers.

Our Advanced Text Analytics allows us to group the words people use into themes using the context of their full answers and to connect this qualitative data to a quantitative drivers analysis.

The results include an Engagement Index that depicts purchasing decisions in the category, drivers of those purchase decisions, and how the verbatims link to those drivers. Additionally, we generate a set of hypotheses for further inquiry and the potential discovery of category and brand whitespace.

Engage

Our proprietary techniques provide you with a comprehensive understanding of how consumers makes brand choices: how they think, how they feel, and how they form connections.

Using Bayesian Modeling, we determine the purchase drivers, how they link to each other, and how they connect to specific communication elements, usage occasions, and the need states of the category.

In addition, an actionable Segmentation Analysis allows us to zero in on your key targets to develop the most impactful, custom messaging for them.

Building on your brand’s current equity, we provide a platform for a targeted messaging strategy that incorporates the relevant occasions, need states, competitive landscape, and the ways that consumers’ lives interact with the category.

Optimize

We use modeling technologies to tune a message to your audience by connecting the message’s overall performance to its brand identity and individual messaging components.

We quantify the impact of these components using a combination of Advanced Analytics approaches, including predictive modeling, advanced text analytics, and choice-based modeling.

We then develop custom-built desktop simulators so you can experiment with different messaging combinations and immediately see the potential opportunity.

Connect

We connect and refine targeting metrics in your Data Management Platform (DMP) to continuously deliver the best message to each individual in the audience.

We ensure the right message is actually delivered to the right person with our proprietary approach that links your Consumer Segmentation to the database of online identities in your DMP.

This micro-targeting approach increases efficiency of your DMP and the impact of your messaging. Further, by building a digital campaign using an optimal messaging sequence, you can greatly reduce “wear out” and allow the brand to tell its whole story.

Perfect

Over time, there is a need to refine messaging based on actual results in the real world. This refinement encompasses not only the messaging content, but also the strategy itself, based on competitive actions.

By applying a forward-looking tracking process, we can identify upcoming trends, learn their impact on purchasing decisions and usage occasions, and anticipate your brand’s opportunities and vulnerabilities.

This transforms tracking from a rearview-mirror methodology to an active and dynamic refinement process, keeping your message and brand identity on track.

Contact Us

Please tell us about the challenges you face and we'll contact you to see how we can help!
Or if you prefer, call us at (843) 329-0163.