WHITEPAPER OPTIMISE YOUR BRAND AND MARKETING STRATEGY WITH BRANDPOINT

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1 WHITEPAPER OPTIMISE YOUR BRAND AND MARKETING STRATEGY WITH BRANDPOINT

2 INTRODUCTION Do you know how your brand is perceived among your core customers? Or why consumers are choosing your products over a competitor s (or vice versa)? Is your current brand positioning aligned with what people really care about? These are questions that all brands want to answer in order to develop a strong brand strategy. In addition, many companies use data to help them tailor their brand positioning and create messaging and advertisements that have the greatest appeal to target audiences. But you may have access to so much data that you are drowning in information. The challenge you now face is collecting the right data and leveraging it correctly to identify the key drivers behind consumer behaviour. This is exactly how a proven business intelligence solution like Pointlogic Brandpoint can help you. By using the latest analytics techniques on respondent-level data in combination with userfriendly software, Brandpoint helps you to identify the best brand positioning and messaging opportunities. FINDING THE RIGHT BRAND STRATEGY It s no secret that digital technologies have revolutionised the way brands and consumers interact. These changes have increased pressure on marketers and made companies more accountable for their branding missteps, but they also mean that organisations can engage with consumers in more meaningful ways. Taking advantage of these opportunities is easier said than done, of course. Identifying a brand message that resonates with your target consumers requires a comprehensive understanding of their motivations, preferences and barriers to purchase. Making the wrong brand decisions can be a costly mistake, potentially dooming a marketing campaign to failure regardless of the quality of execution. Potential advocates of your brand can quickly become vocal detractors on social media platforms if your advertising misses the mark, resulting in a damaged reputation and wasted marketing budgets. HOW BRANDPOINT CAN HELP Pointlogic can help you tackle these problems using our unique approach. Our industryleading Brandpoint solution provides an integrated framework to diagnose your brand s health, determine how to drive positive impact and prioritise marketing activities based on ROI for stronger brand strategies and sustainable growth. We use a sophisticated combination of survey data and advanced mathematical models to uncover the key functional and emotional drivers that influence consumer preferences and buying behaviour. These insights are delivered in a user-friendly software platform that not only conveys the research insights but also offers a simulator where you can experiment with the modelling results to see how different scenarios would affect your brand KPIs. Let s delve a little deeper into each of these areas (research, analytics and software) to see how Brandpoint brings a new level of insight to brand position decision-making.

3 DIVING INTO THE DATA Your company probably collects a considerable amount of brand health data to help you understand where your products and services are currently positioned in the market. This information is meant to give you an idea of how people perceive your brand and the ways in which it compares to competitors, but are you currently gaining maximum insight from your data? Brandpoint utilises data from multiple sources, including brand health-tracking studies, interviews with clients and mystery shopping initiatives, among others. We can also help you set up new surveys if there are any gaps in your current datasets, and Brandpoint can be tailored to focus on your particular brands, KPIs and drivers. Furthermore, our approach doesn t just cover products and services; we can also analyse an individual s experience, such as attendance at a sporting event, to understand what factors have the most influence on their satisfaction of the event. The research provides the raw inputs for the modelling process, which is where you ll learn more about the key drivers and barriers that are essential to optimising your brand strategy. ADVANCED ANALYTICS AND MODELLING Brandpoint uses hierarchical Bayesian techniques to work your data more efficiently, enabling you to quantify the impact of different brand attributes on consumer behaviour. The solution analyses functional benefits, including cost and quality, as well as more emotional responses, such as how using a product makes people feel. We combine these objective and subjective elements with brand personalities within your category to create customised models that fit and explain consumer behaviour for your unique category.

4 Bayesian modelling mines more value from the data by offering granular insights at the respondent-level. You can break down the results into various consumer segments and see the impact of different drivers on specific groups, helping you create more targeted branding initiatives. For example, we learned for a Telecom brand that for younger targets price was a much more dominant factor while for older targets it was all about customer service. In other words, you can see how important each brand attribute is to your customers, whether you re categorising them by age, income, gender or a range of other socio-demographic or behavioural factors. These insights enable you to segment and define targets, prioritise and value customer stage journeys and identify the potential of messaging strategies to support key brand decision-making processes. SIMULATION SOFTWARE Our flexible software delivers the research and analytics results in an accessible, user-friendly format. Brandpoint offers an Insights section, which displays the research in a way that makes it very easy for you to create valuable insights. You can drill down into audiences, rank brand attributes and compare your brand against competitors, all in an extremely user friendly and visual way. You can also export your created insights to other tools like PowerPoint and Excel in order to present the relevant insights to key stakeholders. Brandpoint s Simulation feature is where the real value is created. Our mathematical models are integrated into an intuitive scenarios function that allows you to create hypothetical brand offerings that focus on different attributes and audiences. You can simulate the results and see what impact alternative branding approaches would have on your KPIs. How much would decreasing the price increase a consumer s likelihood to purchase? Would focusing on washing on low temperatures for laundry detergent increase brand consideration? What impact would making your service more fun have on consumer advocacy? These are just some of the challenges that Brandpoint is designed to solve.

5 BRANDPOINT BENEFITS AT A GLANCE Here are several ways in which you can boost your brand performance using Brandpoint: Achieve a better understanding of the competitive landscape Identify key choice drivers in a category Identify differences in driver relevance between consumer segments Quantify the importance of product attributes Optimise brand strategy decisions, such as whether to focus on core strengths or target new areas Enhance consumer journey clarity and focus Maximise messaging effectiveness Improve creative material Create a shared vision between stakeholders BRAND OWNER ADVANTAGES Strengthen brand-building capabilities Deliver better marketing budget performance Increase market share and reduce vulnerability Outperform competitors Improve agency briefings Gain greater control over the work provided by agencies AGENCY ADVANTAGES Receive clearer briefs Become more involved in the briefing process Add strategic elements to offer a comprehensive service Win more pitches by creating added value for your clients Explore new revenue opportunities Boost client retention

6 CONCLUSION Brands are generating more data than ever before, but this wealth of information can go to waste without access to the right analytics and software tools. Finding the best way to position your brand in today s increasingly competitive marketing landscape requires a deep understanding of the motivations and barriers your consumers face on the path to purchase. Brandpoint helps you see how your brand is currently perceived, as well as what key functional and emotional drivers have the biggest impact on the KPIs for your brand. Utilising comprehensive research, the latest Bayesian modelling techniques and simulationbased software functionality, Brandpoint enables you to develop the best brand strategies for your target audiences. If you d like to know more about Brandpoint, please don t hesitate to get in touch. MARCEL VAN DER KOOI EVP Global Business kooi@pointlogic.com