Marketing research is an integral part of our proprietary THINK PLAN ACT INTERACT process, leading to the identification of strategic brand patterns against which we execute a full range of creative elements. As with all other assignments, the marketing research methodology is identified based on client needs, such as existing insight, history, and appetite. Brand development ideally begins with an exploration of current perceptions derived through a combination of qualitative and quantitative research. Testing the brand platform, often by exposing target audience members to potential creative applications, provides good understanding of whether the proposed brand can achieve the client’s strategic goals. Ultimately, the brand strategy development research becomes the benchmark against which we measure the effectiveness of market activity.
A brand pattern is more than a slogan or an ad campaign. It is the essence of how a company delivers its value promise in the marketplace—from internal processes to external communications.