The Brand Architects help define and shape what a brand should say about itself and the values that are associated with it over time. This includes identifying the most competitive positioning for the brand by partnering its strengths with opportunities in the environment. This definition then becomes the platform for all the brand touch-points whether it is operational issues or marketing issues. Our brand insight and research methodologies otherwise known as the Information Harvest™ stage of brand strategy development aims to paint a coherent picture of the as-is stage of your brand and the current market situation that your brand competes in.

In a nutshell:

• We differentiate your brand from competitor brands
• Revitalise brands by repositioning in the face of market changes and business strategy

Approach

External Audit: One of the proprietary tools that we use is Marketscape mapping. By identifying the key players in the same industry sector, we can use this tool to define the visual language used by competing brands, the positioning and therefore the opportunities and threats, top-line messages and what the basic values the brand needs to be even considered by prospective customers.

Internal Audit: Interviewing management or employees in identifying the corporate strengths, perceptions, corporate culture and ownership of values.