Understanding the Brand
Whether building a new brand, bolstering a current brand, or redefining a brand in transition, we utilize a tool chest of brilliant thinkers to help clients develop unparalleled insight into their business – positioning themselves to think deeply, act boldly, and quickly capitalize on valuable opportunities within the marketplace. We call this Understanding the Brand.
Part audit, part creative review, all insight. We examine the personality of a brand through the materials and channels an organization is currently using to represent itself. We provide honest perspectives that can spur more holistic thinking. And then we help implement – from tighter messaging and brand synergies to deeper resonance or a much-needed makeover.
What are the things that make an organization unique and sustainable? Relevant and likeable? Culling from in-depth interviews with key stakeholders, internal and external, and a critical examination of the competitive landscape, we excel in defining and developing proprietary positioning for our clients – and believe strongly that, done well, this can be a game changer.
What if you could visualize opportunity? See – with clarity – where you excel and others fail? Mapping perceptions versus realities, both internally and externally, we identify the “white space” that companies can own relative to their competitors and illuminate areas of opportunity for building thought leadership, defining key business objectives and driving the strategy behind a powerful and proactive communications program.
Their call is important to you. Audience opinion may, in fact, be the most priceless asset a company can own. By encouraging our clients to examine their own organizations from the audiences’ points of view (whether fans, customers, clients, prospects, or employees), we are able to gain authentic new perspectives that go well beyond traditional market research in helping companies design better experiences and more effective communications and marketing plans.
Creating an irresistible connection between audiences and brands starts by understanding the DNA of the brand and the MO of its customers. A critical tool for achieving this is brand immersion, which our licensing team implements on a regular basis. We look at companies’ strengths and audiences’ needs. From there, we isolate the most interesting ways to build stronger connections between them by extending the brand into new market channels through our Brand2Squared creative-licensing division.