Brand strategy for ambitious brands.
Build a brand that stands out today and continues to grow tomorrow.
With Brand Strategy you discover which needs and moments drive choices, where space emerges in your category, and what position your brand can occupy within it. You connect consumer behaviour, market insight, and brand research. This provides direction for your positioning, communication, and the investments that will take your brand further.
Who is
this for?
You are looking for new room for growth.
Your market and target audience are moving. The question is where the most promising space lies for your brand to move with them and get ahead.
You want to make sharper choices.
You want to know which needs and associations actually fit your brand and where you can make a difference compared to others.
You want to turn insights into direction.
You know a lot about your brand, market, and target audience. Now it is a matter of seeing the connections and translating them into clear strategic choices.
Brand Strategy starts with the question of where you can grow.
Brands grow when they are physically, mentally, and emotionally available. Brand Strategy research shows how to increase that availability: at which moments your brand needs to be present, which target groups offer the most potential, and which needs and associations you can claim.
Growth space rarely announces itself in a single metric. That is why we bring together insights about the consumer, category, and brand. This makes it clear where and with whom growth space exists, when your brand needs to be present, and how you can become stronger there.
That is where Brand Strategy research ends: with a choice. You know what your brand will build on, which position you want to strengthen, and where your investments in communication and brand recognition offer the most perspective.
What our approach delivers.
A clear direction for growth.
You know where the greatest opportunities for your brand lie and which of those best suit your ambitions.
Sharp positioning.
You know which needs and associations your brand can credibly claim to be distinctive.
Clear choices for your marketing.
You know what you are committing to and what you are not, so that brand, communication, and investments all move in the same direction.
A strategy that takes you further.
You have a well-founded direction that provides a solid basis for the choices that follow.
discover where your brand can grow.
Benefits of
brand strategy.
We bring the
whole picture together.
We do not view consumer, category, competition, and brand in isolation. It is precisely in the cohesion that we see where the opportunities lie.
The strategic question
determines the research.
No standard approach or research for the sake of research. We deploy what is necessary to arrive at a sharp choice.
We look beyond
the biggest opportunity.
Not every growth opportunity fits your brand. That is why we always weigh them against relevance, distinction, and credibility.
We make
choices more targeted.
We reduce different directions to what truly matters. This makes it clear where you should invest and where you should not.
The outcome is designed
for action.
Using our research methods, we provide you with a strategy that is more than just a presentation. The strategy forms a well-founded direction that you can explain internally and translate into brand and marketing.
Our solutions.
Category Entry Points.
Discover at which moments consumers think of your category and how strongly your brand is linked to those moments.
strategy
Image & positioning.
See how your brand is perceived and where there is room to differentiate yourself.
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Distinctive Brand Assets (DBAs).
Measure which brand elements are directly linked to your brand and which require strengthening.
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Usage & Attitude studies.
Understand how and why consumers use, experience, and evaluate your category.
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Segmentation.
Discover which target groups truly differ and how to reach them more effectively.
strategy
In practice.
What is Brand Strategy research?
Brand Strategy research helps you determine where your brand can grow and what is needed to realise that growth. You connect insights about consumer behaviour, needs, category, competition, and your brand. This allows you to make well-founded choices regarding positioning, target groups, Category Entry Points, and brand recognition.
Which types of research can be part of a Brand Strategy?
That depends on the strategic choice ahead of you. You can use Category Entry Points research, image and positioning research, Distinctive Brand Assets research, Usage & Attitude studies, and segmentation, among others. You combine methods when different questions converge.
How do you determine which Brand Strategy research is needed?
Start with the choice you want to make. What information do you already have and what insight is still missing to properly support that choice? Based on that question, we advise you on which research method or combination of methods is required.
What does Brand Strategy research deliver in concrete terms?
You know where growth space exists and which choices are needed to exploit it. Depending on your question, this provides direction for your positioning, target group selection, proposition, communication, and/or your brand book. This way, you know what to build on further.
When do you need Brand Strategy research?
Brand Strategy research helps when you are facing a brand choice for which existing data does not yet provide a clear direction. For example, during a repositioning, changing consumer behaviour, new growth target groups, or the question of which Category Entry Points you want to invest in. You then specifically investigate which insight is still missing to make that choice.
Which Category Entry Points are most important for my brand?
The largest CEP is not automatically the best choice. You want to know how often a moment occurs, which brands are already strongly associated with it, and how much room your brand has to grow there. By looking at these factors together, you determine which Category Entry Points deserve investment.
When does a new segmentation make sense?
A new segmentation is relevant when existing segments do not sufficiently help with the choices you want to make now. For example, because consumer behaviour has shifted, segments hardly differ from each other, or teams find them difficult to apply. The first question is therefore not how to segment anew, but which decisions the new model needs to support better.
our research specialist would be happy to think along with you.
Discuss your question with us and discover which research will help you further.
