The brand is the single greatest asset of a company. It is the key to driving sustainable growth in sales and profits. Our work falls in three basic areas:
Brand Positioning : We devise the perfect brand positioning strategy to fire up your new product launches or breathe new life into existing products. We decompose the emotional and functional drivers of brand preference through our proprietary analytic algorithms and invigorate your brand across all customer touch points.
Global Brand Management : Just because your products sells in 16 countries, it does not mean that it is a global brand. We help our clients build playbooks that systematically build global mega brands that assert leadership and drive top line around the world. This is the most important way in which global marketing groups provide real value to local country general managers.
Brand Portfolio Management : Over time many companies end up with multiple brands that confuse customers. We take a systematic approach to helping you consolidate brands, plan line-extensions that drive share and sales and link corporate and product brands. | |  | A leading US financial services company that sells its products in over 20 countries in Asia and Latin America, but relied largely on each country driving its own brand strategy and positioning | | The company discovered that by managing the product as a global brand and replicating best practices it could realize over $500 million in increased sales | | It developed a playbook that allowed any country to reposition the brand taking into account its own unique market conditions | | This involved repositioning the category more broadly, positioning the brand around equities that drive strong emotional preference and having a tactical plan for activating the brand around each customer touch point |
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