BRAND STRATEGY

Brand is an emotion

People make irrational choices as the heart is more powerful than the mind. Getting just a good product or service is not sufficient for a customer – but the emotions triggered by your product do matter. It is not possible to create a good brand relying on only rational features of a product.

Brand is a margin

This is what a customer is ready to pay more for. Brand creation does not fall under operational expenses. This is an investment that is part of intangible assets of a company. We are focused on creating the brand constants that would not change for ten years.

Brand is the soul of business

We believe in the integrity when a brand determines a company becoming its emotional driver for development, not lives separately from it. A brand unites everything about itself: a corporate culture, products, communication, design, office, sales options, etc. All values and ideas incorporated by the brand are followed by real changes in a product and the company.

Brands for the new economy

We know how a customer, his purchase criteria and even life criteria change over time. A brand becomes more important than a product. The one that a person feels determines his choice a way more than product facts. Today you cannot work through one communication channel only. A person evaluates the entire purchase experience. So we create an integrated world of the brand.

Methodology

We develop a brand consistently based on clearly defined algorithms. We know when and what projects we should implement; how to do this efficiently; and what challenges we may face. Our methodology is based on our hands-on experience for launching brands in CIS.


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Strategy = Idea

We believe in uniqueness and simplicity. Very often, there are no ideas in strategies. A plethora of pages, diagrams, missions and visions describing a strategy cannot answer the question “Why are you unique?” When developing a strategy, we first analyze as more information as possible, to find a simple, yet universal idea, around which the brand would be built up. We believe that a good strategy for any brand consists of a single word. All other aspects enveloping the strategy are designed to amplify and unfold the idea.

Project structure

Projects

The questions you are surely to be asked at our initial meeting

  • What is your point of difference?
  • Can you express the core of your brand using a single word?
  • What is your strategy’s idea? Can you express your strategy in a single tweet?
  • What criteria do you apply for a consumer segmentation? Do you segment people by the way they think? Can you describe your target audience without using the words “sex”, “age” or “income”?
  • What insights you make use of?
  • Are there top 5 (top 7) facts (figures) describing a unique nature of your product and making customers buy it?
  • Have you determined the emotional values of your brand (the feelings triggered by the brand when a consumer interacts with it)?
  • Have you determined the brand’s values (the things you believe in, struggle with or promote)?
  • Have you determined key touchpoints and wow-effect triggers as part of a customer brand experience?
  • Have you laid down your marketing aims, both qualitative and quantitative?
  • Is there an understanding of what your brand and your company should do this month / the following year / in 3-5 years?
  • What performance indicators for your knowledge, customer loyalty and sales volumes you have achieved?
  • Describe your sales funnel.
  • Do you understand where your customers come to you from and where they leave to?