Research and Strategy

Otherwise it’s a guessing game. Through research designed to your unique marketing/business problem, we can generate marketing campaign plans that will make the most of your marketing dollar. And using a similar (yet customized) approach, we can create brand positioning strategies that differentiate you, brand architecture services that clearly identify the role of every brand in your portfolio, and logo and visual identity creation that ensures that your brand differentiation is visually memorable.

Our Research and Strategy Services include:

Discovery, Research + Analysis Services

We define the business challenge first. Then we define the marketing challenge beneath it. A brand could have lost its relevance, a target may not be content with your product/service, you may need to understand a new geography, etc. Whatever the problem, we find a way to gather the information needed to solve it. We then execute (data via third party sources, qualitative surveys, individual or group interviews) and generate the insight to solve the business and marketing problem.

Brand Positioning Strategy + Brand Message Framework Services

With thousands of brands in the economy, only brands differentiated to the customer can compete for their investment. Through proper discovery and research with priority targets, we can generate the insight needed to reposition or in some cases altogether relaunch your brand. We are also experienced in creating new brands from scratch.

Once we have established the positioning strategy, we will generate key brand messages (by audience) so that we can help you immediately communicate the brand to the market.

Brand Architecture Services

Most times brands don’t exist in isolation but rather as a part of a complex architecture that make up your company’s portfolio. So a repositioning of one brand may affect how all others in the portfolio are perceived. We work with you to understand your current Brand Architecture and determine the best arrangement for the future of the portfolio, whether it’s based on one brand change or an entire brand portfolio overhaul.

Logo + Visual Identity Services

Establishing a brand logo, a visual system and brand guidelines is a part of the strategy of representing a brand in the market. We work with our design team to educate them on the client’s business, explain the target audiences, and discuss the newly developed brand position. We then work with them to review creative logo options and present our finalists for your consideration and selection. While the logos are presented, so too are the visual systems (colour palette, font-type, etc.) in various applications. And then these are documented in Brand Guidelines, a tool to help you communicate the brand visually for the long-term.