Brand intelligence & insight

Brand intelligence > Marketing strategy > Strategy implementation

As we’re independent, we have a knack (and reputation) for finding out what people say about your business.

Your customers, stakeholders and staff may not be honest with you you, but they certainly are with us. Better still, we know how to put the information to good use.

Without fail and across multiple industries such as manufacturing, professional services, technology and retail, our insights have gone on to inform our clients’ business and marketing strategy.

You may think you know why customers buy from you, only to discover too late that you got it wrong. We get to the heart of your business in a way desk research alone simply cannot.


Recent client insights:

  • For this client, slumped market share was not –as they incorrectly believed– because of reduced demand for their product category. But rather due to one competitor steadily taking market share. The competitor had a far better channel strategy and actively marketed to their resellers. Our insight helped the client swiftly respond and stem the flow, then implement a strategy to build share once more.
  • This client was perceived by their market as complex and overly technical. Unfortunately, our client hadn’t anticipated this was a negative perception that could cause clients to take their business elsewhere. Thinking they had more time to ‘turn the boat around’, the discovery of an international competitor who promised ‘simplicity and ease-of-use’, was much more damaging than originally thought.
  • Unbeknownst to our professional services client, a disgruntled customer was spreading damaging and false accusations to their market. Our in-depth interview and independence brought the situation to light for the first time and allowed an immediate response to be implemented. Saving our client from far greater damage to their reputation.
  • A desire to become a Tier 1 firm was shelved as customers cited their number one reason for working with our professional services client was the very fact they were smaller, agile and more specialised than the big firms.
  • We uncovered a very specific (and previously unknown) piece of terminology in a new segment our client wanted to reach. This key term was then incorporated into the brand positioning and communicated through marketing. It immediately positioned out client as informed and on top of the demands of senior decision makers.

Once we understand the real issues at the heart of your organisation, only then can we write a great marketing plan.

 

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