What we do
We know that strong brands outgrow and outperform their competition by 31%. Brands help companies to avoid dreaded commodification, to stand out from the competition, and to command a price premium. Intangible assets now account for 84% of the value of the S&P 500.
This is because strong brands are good for consumers. Customer-centric companies appreciate that strong brands reduce search costs for consumers, improve the product experience, and provide an opportunity for consumers to celebrate their values.
But building successful brands is not straightforward – there is both an art and a science to it. We therefore combine our extensive brand experience with hard data analytics to drive brand success.
Our goal is to help you understand brand perceptions, measure brand equity, and build a deliverable strategy to reach your future brand goals.
Our approach is collaborative, project-led, rigorous and flexible. We focus on helping you building the right internal culture and capabilities to support your brand and business strategy.
Understand how your brand measures on attributes that your customers care most about. What makes your brand distinctive? What are seen as its weaknesses? The Brand Attribute SystemTM helps you address these questions effectively, giving you better pricing power and market share.
There is no “average” customer. Customers are diverse and heterogeneous. Brands that recognise and respond to this reality are best able to outperform the competition. We help to build effective capabilities and processes to identify, understand, and target your most valuable customers.
Most companies operate multiple brands alongside the parent or corporate brand. Brand portfolio and architecture strategy helps customers to easily navigate your different offerings, and purchase the product you want them to. Target the right product to the right customer, and seize every market opportunity.
We deliver real results
We helped a fashion retailer which was experiencing declining sales and market share over a number of years. Within 8 months, sales had jumped 40% year-on-year.
Using the Brand Attribute SystemTM to better resonate with client needs
We worked with an established B2B financial platform to increase conversion rates across key stages of their customer journey. This drove thousands of additional sales amounting to millions of pounds – added directly to their bottom line.
Insights from our blog
A look at news and critical issues facing brands, including strategic and tactical approaches to building strong and successful brands.
Banks and economists are predicting a recession caused by the Covid-19 pandemic (or more accurately caused by Government-imposed economic lock-downs). In fact, some say…
From the lion’s roar appearing before every Metro-Goldwyn-Mayer film, to the iconic Nokia ringtone, sonic branding has proven incredibly powerful. Pandora and Mastercard have…
Ad recall research published by market research giant Ipsos suggests that ads featuring brand characters are 6x more likely to be higher performing.
Facebook Global Pages allow businesses to create local versions of their Facebook presence using the same brand name and URL. This is intended for…
Switzerland is famously diverse with four distinct language communities (German, French, Italian, Romansh). But this is not a special case… other multilingual countries in…
I was recently invited to share my thoughts with students at HSE University St Petersburg on the topic of Trends in Digital Marketing as…
Your brand is (almost) everything
For over 10 years, I have worked with multiple businesses, large and small, across different markets – including finance, SaaS, and retail. Over time, both the economist and marketer in me have come to appreciate the power of brands.
A brand embodies the go-to-market strategy: rallying the troops, positioning against the competition, and aligning with the target customers. The brand is then executed through your products, packaging, communication style, advertising, pricing, and staff. In short, your brand is (almost) everything you do.
Starting from the 1980s, brands are recognised as a major contributor to a company’s intangible assets. Investing in brands is a strategic move and helps companies to outcompete and outperform. This is consistent in every market, industry, and sector.
My team and I work with ambitious leaders to build and grow successful brands of the future. Together, we will achieve extraordinary results.