A brand creates value only when it understands its consumers.
All brands need to compete for a share of market, share of category, share of shelf, share of distributor, share of voice, share of GRPs, share of wallet, share of aisle, share of….
But to become a WINNING brand, it needs to compete for consumers’ SHARE OF LIFE.
It needs to maximize its relevance & purpose.
BRAND STRATEGY:
Our dedicated vertical for digging deep insights that will shape your brand.
Your consumers are a product of their cultural, social, personal, and societal backgrounds & experiences. Their life, their choices, are influenced & informed by factors (and stimuli) beyond your advertising.
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That’s why our branding approach is embedded in research that seeks to understand the lives of people, their mindset, nuances of their behaviour and the cultural trends & shifts they are witnessing - all of which are undergoing near constant change.
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We focus on understanding things BENEATH THE DATA: unsaid behaviours & emerging trends that businesses need to identify and make meaning of. Our attempt is to focus on these unknowns and help shape a fresh imagination of consumer lives and their priorities.
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Process: Be it strategy or design, our starting point & building blocks are INSIGHTS.
Our strategic research methodology relies on both direct and indirect sources of information and inspiration, and adapts to the specificities of the project at hand. Our typical methodology, we call it the CODETM Methodology, is as below,
1. DE-CODE
Getting to the source
Breaking down the meaning: What we are? Where we are? Where do we want to be? What helps us? What’s a hurdle?
In a nutshell, answering tough questions across the board.
2. RE-CODE
Producing & Modeling Intelligence
Cross-disciplinary understanding of Consumer Insights, Shopper Insights, Behavioral Data, Qualitative Observations, Syndicated / In-house Data, Triggers & Dissuaders, Size of prizes & trade offs, Internal competencies
3. THE CODE
Creating a new meaning
Building a new way forward for your brand: What could we become? Where could we be? How can we ensure everything falls in line, over time?
Big ambitions, broken into smaller, doable actions.
HOW DOES IT HELP?
We understand that "BRAND STRATEGY" is perceived to be a time consuming, expensive affair. We don't blame you - because that's how strategy has been packaged and sold in the past. It has been closed door, a top-leadership affair. However, times have moved forward, and strategy needs to be accessible. Modern brands operate in a cluttered, noisy landscape - and we see a clear plan, a clear strategy an absolutely existential need for brands.
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Therefore, we deliver strategy in easy-to-understand, bite sized, and executable chunks. We work with top with leaders / decision makers for translating their vision / ambition into actual tasks-to-be-done. Think of us as outsourced CMOs.