Tag: Brand Strategy
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Brand Advantage
Most brand tracking does a good job of telling you what moved. It doesn’t do a good job of telling you what to do next. That’s the gap we built Brand Advantage Tracking™ to solve. Too many tracking programs turn into reporting exercises. Scores go up or down. Charts get updated. Teams debate whether a…
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Growth Navigator 1
When’s the last time your brand strategy got a true reset? Every few years, even the best brands need a moment of strategic clarity. We helped one major snack brand do just that. The marketing team had no shortage of data. But they were stuck. Everything pointed backward. So we led a full brand strategy…
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Connecting Brand Strategy from Top Down to Bottom Up
For years, marketing insights were limited to large brands. BrandEdge now detects consumer behavior shifts across all market sizes. Nearly all marketing was driven from the top and executed at the bottom, with cost and time restricting consumer insights investments to mostly the corporate level. ➤ The belief that markets did not change quickly enough…
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| Video Blog | Focused Brand Strategy: Penetration Drivers
In 2023, the fast-food industry faced a significant challenge with rising prices. Fast-food chains had to think—well FAST. Consumers perceived McDonalds and Burger King to be very similar with ‘Convenient,’ ‘Affordable’ and ‘Offering options friends and family enjoy.’ BurgerKing always trails in their head-to-head competition with McDonalds on these dimensions. Rising prices are challenging the…
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Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand
Effective Ethnic Advertising Results From Understanding the Cultural Impact on Your Brand With a purchasing power estimated to reach 1.5 trillion this year, the U.S. Hispanic segment has become a key target for many advertisers. With our studies proving that Hispanics tend to be more responsive to advertising than their non-Hispanic counterparts in terms of…