TACTICS
Competitor analysis, Workshops, Segmentation, Opportunity mapping, Typologies, Brand Tools, Message housing, Brand Territories.
APPLICATION
Brand positioning, Crisis management, Merger & acquisition, Purpose to SVP, Brand positioning, Brand architecture, Naming, Big idea.
BRAND POSITIONING
We believe that brands can still 'own' a space in consumer's minds. A space that is distinct and different from the competitive set, a space that the consumer truly values and actively wants to engage with. This is true when creating a new brand from scratch or re-positioning a dusty or damaged brand. The hard work is all in the foundations, understanding the consumer, the category and exploiting the brand truths to bridge and bond the positioning together. While the output is often a set of exquisite brand tools, success really is ensuring the positioning is immediately actionable and alive across the business and not a brand book destined for the bottom drawer.
BRAND INNOVATION
We believe successful innovation has to be one of the most satisfying disciplines. Creating something new and true to the market and consumer need and proving the business case for launch takes patience and the commitment of every part of the business. We believe in starting from the long term market opportunity, finding the gap and trajectory before revealing why it is in growth through consumer and expert opinion. Then the fun really starts as we build out brand territories and co-create with client and consumer to build something truly innovative for the category, whether that be the Worlds first botanical whisky, building Japanese gin using the principles of Kintsugi or a naturally nourishing snack bar... Innovate.
CATEGORY MAPPING
We have built a unique way to map a category that can reveal where to play and why to play there. It has been tried and tested mapping over 2000 brands in 20 categories from Whisky to Mezcal, Utility companies to Insurance brokers, medical products to snack bars. A mixture of art and science we look at the category from a performance perspective, over lay this with expert opinion and finally view it through the eyes of the consumer touch points with the brand. As well as showing the path forward it is a great inspiration for NPD & potential acquisitions.
BRAND PURPOSE
We believe a brand purpose needs to really go back to the root and answer the 'why we get up in the morning and why we will succeed'. It is critical to deliver a purpose in a manner that is relevant and motivating to all stakeholders in their everyday and going forwards into the future. Argus were growing at pace, across geographies, products and services and they had a thirst for more. Working through a series of stakeholder interviews and c-suite workshops, we created a unifying purpose to focus and inspire a truly ambitious business.