Develop Brand Strategy
Brand managers have a tough job and must deliver a concise brand strategy that addresses some key questions:
- What should my brand stand for?
- Which segments should I be talking to?
- How do I develop, price and optimize my offering?
Our brand consultants are here to help with a set of tools and framework that facilitate strategic and pragmatic advice on strategies to ensure your brand reaches its full potential.
What should my brand stand for?
Establishing a unique and compelling positioning can ensure the successful launch of a new brand or help revitalize a brand that has lost its leadership. Millward Brown's Positioning Study approach can take you from current facts and beliefs about your market to a quantitatively validated positioning in as little as six weeks. The approach starts with our qualitative experts at Firefly Millward Brown who engage consumers in in-depth conversations to hone your positionings. We then conduct quantitative research to help you select the right positioning for your brand and develop powerful language that will best convey your message across all customer touchpoints.
Which segments should I be talking to?
Marketing is increasingly being held accountable for what it spends and is constantly exploring attractive customers who spend more or cost less to acquire. With a Market Segmentation program, our global team of marketing scientists and consultants uncover high-potential segments in the marketplace and compelling messaging that encourages them to choose you. We consider multiple analytic approaches and tailor a segmentation that best serves your specific objectives. Also, our qualitative experts at Firefly Millward Brown can bring priority segments to life through rich portraits of these consumers and help facilitate translating segmentation insights into your company's action plans.
How do I develop, price and optimize my offering?
Our consultants and marketing scientists customize programs that will assess options for competing in the marketplace with offerings that will:
- Maximize market share
- Optimize pricing to maximize revenue and/or profits
- Succeed even as competitors respond
Our deliverables include a strategic report focused on answering your objectives. We also provide an Excel based simulator tool that enables you to play what-if scenarios by changing your pricing, competitors and other product or service attributes. It's a very helpful tool that adds shelf-life to any marketing research study.
We then track your company's performance and recommend opportunities to monetize your brand. Millward Brown's Dynamic Tracking™ then measures your company's performance executing its brand strategy and recommending ways to get the most from your marketing plans. Also, BrandDynamics™ can assess how you stack up versus the competition, and the degree to which consumers give you credit for the brand and marketing strategies you implement.
Also, our consultants at Millward Brown Optimor have developed a strategic decision tool to help unlock brand value. Based on a breakthrough study, conducted in partnership with P&G, we have identified a common set of brand building practices used by brands that have built the most value over time. Our Best Brand Builders benchmarking solution will provide an objective diagnosis of your business and an analytic framework to identify future growth opportunities.