Brand Strategy and Planning

For brand strategy and planning you need a think tank composed of the finest minds, and a research design with the freedom, time, and flexibility, to get the very best out of your brainstorming. It is impossible or prohibitively expensive to achieve this by traditional methods.

Our leading-edge online community approaches in combination with our proficiency at opinion leader recruitment and engagement enable you to collaborate in real-time with hard-to-reach, expert, and geographically-distributed groups, conveniently and cost-effectively.

CASE STUDY

Business Objective: An international asset management company needed a fresh, new brand strategy with internal resonance and cross-segment appeal.  

Our Solution was a 1 month online community using netfluential, our Web 2.0 community and social-networking platform. Propositions were tested using Rich Focus, our proprietary online focus group facility.

Our design comprised opinion leader sub-councils representing key internal and external distribution channels, and an online Brains Trust of high-level internal marketers with whom we developed propositions in response to the findings. 

Anonymous, asynchronous, attendance combined with a penetrating but undemanding schedule enabled a frank 360º discussion about brand positioning, strengths, and weaknesses, which leveraged the knowledge and experience of 70+ management level participants and employees. 

Throughout the project, the Brains Trust received regular general and channel-specific headlines for online review and discussion, and we provided a medium by which areas of interest and evolving propositions could be easily explored with the participants.

All channel conversations, reports, and propositions-related dialogue were made accessible and verifiable by higher management.  At the end of it we delivered an overarching brand proposition and strategy which encompassed specific channel needs.