Professional services

Internally selling the branding effort
What is clear to you needs to be clarified with some stakeholders. Internally selling is key to gaining acceptance of the branding effort. It is also essential for future success. How do you demonstrate the importance of branding and how can its contribution to the company’s success be quantified? How do you structure the process?

Explanatory brand research
Customized research design. Explanation, quantification and prioritization of key success factors in your markets. How strong is your brand, what strengthens and weakens it, how strong are the competitor brands and what are they likely to do next?

Optimal positioning with the BrandIdentityFinder™
Derive the optimal brand identity in terms of customer relevance and your ability to live up to the claims. Test compatibility with company strategy and internal initiatives. What is really relevant and unique for prospective customers in the long term? How well can your brand live up to these needs?

Optimal country management with the Globalocalizer™
Compile a customized strategy for steering your brand regionally. Should you manage your brand globally or locally? Group countries according to branding needs. How global should your steering effort be, how local need it be? What are the synergies?

Brand strategies
You need a brand vision, clear goal definition and decisive strategic thrusts. How can you derive and quantify goals in line with company strategy? Which activities strengthen the brand’s substance? How are responsibilities divided among the core branding team and other functions?

Product design
People are visual beings who think in pictures. Design emotionalizes, seduces, and embodies inner values. Can the contribution of design be quantified and how does your design need to be changed vis-à-vis the competition?

Brand Shapers™
Certain themes, products and services are especially relevant for a brand. They shall receive priority treatment. What are your brand shapers and how can they be optimally leveraged?

Brand budget
Deriving the brand budget. Allocating it across markets, products and activities. What’s the optimal budget without over- or underspending?

Brand alliances
Alliances must be viewed with long-term intent, never under short-term profit aspects alone. In the long run, image effects are likely which can be lethal if left unassessed. In which case does a cooperation make sense and when should you rather prefer to remain alone?

Branding workshops
Since every function represents and also impacts the brand, it is best to conduct branding discussions in an interdisciplinary fashion. Be it focussed on top management alone or within a wider audience: Speeches, discussions, exercises tailored to your corporation. From: What’s the benefit of branding? To: How shall we position our brand and why?

Brand organization and process optimization
Structure follows strategy. Brand strategy must include organizational structure and process. Informal structures and committees have to be created. Which brand organization best reflects your brand strategy and which aspects need to be integrated?

Brand story, living the brand
To be solidly anchored in company culture, the brand spirit needs to be lived and role models created. How can you permeate the organization with the brand philosophy and how much time do you need?

Brand success metrics
Branding success needs to be regularly tracked, brand health x-rayed like a human body. You need a pragmatic cockpit chart tailored to your specific needs. What do you need to track how often for whom inside the organization, how are those metrics operationalized? What is a pragmatic way to present them?

Brand return on investment (Brand RoI™)
Investments into your brand encompass more than communication expenses. However, investments into brand substance are often discussed at length. What’s the return on your brand investment and how does it compare to alternative investments?