Together with our clients, we unveil the essential and core characteristics of their brands. Through a well-grounded and proven process, we link the perspectives of management and customers. To achieve this, we make use of comprehensive methodological know-how, sophisticated and proven tools as well as our extensive experience from numerous successful projects. We develop brand identities in a holistic, comprehensible and forward-looking fashion, without losing sight of your brand’s core. We create commitment in the company for the jointly developed solution and thereby lay the foundation for a successful implementation.
Using the brand steering wheel by Prof. Dr. Esch, together with our clients we answer the following questions:
Positioning in the market means focussing on a few key characteristics. The key question is: “Why should a customer choose your brand and no other?” The positioning reflects a brand’s special characteristics, differentiates, and is relevant for the customer. Only through clear positioning can a brand achieve a unique position in the minds of their target groups that shapes preferences.
The positioning serves as a guideline for brand implementation in clearly defined measures (product, communication, price, distribution, sales, structures, processes etc.). Only that which customers perceive contributes to your brand’s profile. However, 90 per cent of all implementations don’t convey your brand image. To make sure that well-meaning concepts don’t end up as toothless paper tigers, we combine our expertise in strategy with cutting-edge communication and behavioural science findings and thereby support our clients in implementing their positioning at key customer touchpoints.