The first thing that came to my mind when I thought about writing about real estate marketing was to make a pun with the concept of home, and for that, nothing is better than songs. Typed the sentence “music with the word ‘home‘,” and, as you guessed it, the browser flooded with options, from John …
The Solen Chocolate Company has been a client of Garrison Marketing Group since 2009 when we first developed the Biscolata Men campaign which has become quite well-known in Turkey. A little over a year ago I joined the Solen team more directly to craft my art as Chief Marketing Advisor to the Board. Both the …
Packaging stimulates the initial trial of a brand and then, after a satisfying first experience, helps consumers find it among the thousands of other brands on the shelves to buy again…and again…and again. How you evolve your packaging could be about shapes, materials, and even brand names and logos, but they are not the most …
Packaging: Colors’ Evolution and the Importance of Relevance Read More »
David Packard, co-founder of Hewlett-Packard, famously said marketing is too important to leave to the marketing guys. He was absolutely right. Creating and delivering exponential customer value, the core function of marketing should be everyone’s job in your company. But I’ll go one step further and say strategy is too important to be left solely …
There are three fundamental ways to grow your business: To accomplish these fundamental objectives, we deploy strategies ranging from more engaging advertising to drive awareness and purchase intent, to larger sizes and multi-pack packaging and pricing to increase transaction size, to discovering and communicating new usage occasions to increase purchase frequency. The job of brand …
Effective and Efficient Brand Portfolio Management Read More »
COVID changed many things in our lives – some of them permanently. One of those changes is the relationship between the employee and the company. Increasingly we hear new employee prospects asking how much they can work remotely. Every day has become a casual Friday because we have gotten used to working in comfortable clothes …
Employee branding: How to utilize marketing to recruit and retain top talent Read More »
Do you need to re-assess your brand? Do you know where and what your brand is today? What it means to customers and how that may have changed in a rapidly evolving competitive environment? Asking yourself these questions can help ensure your brand is on the right path. The next important step is to understand …
Brand Assessment – The Orbiter tool goes digital Read More »
The new way of doing shopping As marketers, we recognize that Millennials are probably one of the most dynamic and change-oriented generations we’ve ever had. They are changing the way we work with their loudly voiced need to balance work and personal time and work remotely, and how technology plays a role in everything thing …
Omni Shopping – How millennial shoppers are changing the way we shop Read More »
People in the real estate business will tell you that there are three important factors to consider when buying a property. Location. Location. Location. Likewise, there are three important factors to consider when marketing a brand. Positioning. Positioning. Positioning. This won’t come as surprise to many of you as marketers. But we say the phrase brand …
How Well Do You REALLY Understand Brand Positioning? Read More »
Events and Sponsorships – Leveraging the Brand Strategy This is where you can have a lot of fun in integrated marketing communication. The brand strategy you want to leverage with events and sponsorships is associative imagery. It literally elevates brand communication from a message to an experience. What you are trying to do with associative …
We are on the leading edge of marketing, incorporating the latest proven concepts and tools available both traditional and digital. We can empower our clients with this concepts and tools through real world best practices based on specific customer centric based knowledge and experience.
With an international and local knowledge of marketing issues, Garrison Group provides up-to-date workshops and seminars where the participants get knowledge that they can use the next day at work. These workshops and seminars are either theme-based or tailor-made to the challenge in question.
With our methodology we can mathematically calculate what target to focus on, giving both the desired consumption and influencing power through the population. The calculations are based on a large set of inputs ranging from category data, general consumption data, lifestyle statements, media usage, and aspirational value in the market.
The Garrison Group brand strategy methodology is currently the solution being used by some of the leading companies in the world. We use motivations, need states and benefits, and leverage tension points to build a Motivational Hierarchy that ensures a focused and actionable brand strategy.
Both people and companies often work with an intend to make the world a better place. This desire to have a positive social and environmental impact is growing and, in many cases, it is also turning out to be a good business, as consumers are increasingly becoming more loyal to those companies and brands that contribute to the greater good. The Brand Halo is a methodology that seeks to link the brand’s character and values to its functional and emotional benefits to a broad group of stakeholders (employees, supplier, communities, and planet), thereby increasing the overall appeal of the brand over both the short and the long term. The result is a social responsibility strategy that can be enthusiastically supported by all stakeholders – the community, employees, and consumers.
We assess the entire business portfolio of products and services to develop a clear portfolio strategy for the sub brands that will allow to maximize the potential sales in the market while avoiding cannibalization.
Much advertising today interrupts the consumer when they really do not want to be disturbed. In order to have more involved and engaged communications with your target you need to know more of who they are and how they live their lives. In Customer Journey we go deep into the designated segment. We analyze their entire day to find which message will be the most powerful at what point of the day through which media. The result is a more efficiently spent media budget with better results and happier consumers.
The time when you hand over the brand strategy to creative execution is a crucial step in bringing the strategy to life. Together with the client, we help brief the agency and train them in the insights of the high-value targets and brand strategy. When the creative agency delivers creative ideas, we help you, the client, to evaluate them in terms of strategy and cost efficiency.
Today’s marketing knowledge and technology enable the company to utilize some very interesting marketing applications as part of its brand strategy. These include Loyalty Programs, Sales Toolboxes, Personal Development Programs, and Employee Brand Marketing Programs. From the brand strategy and market conditions, Garrison Group has developed both generic and tailor-made products to be used to increase the revenue stream through such applications.
Exceptional marketing strategies are not something that can simply be put into a PowerPoint or written down in a book. They are something that has to be embraced and supported throughout an organization. They have to come alive and grow. Exponential marketing achieves exponential results not only because it is built on a more consumer-centric brand strategy which is in turn built on stronger insights, but because it seeks to expand the concept of creating, delivering, and communicating brand value throughout the organization. Performance alignment is the process we use throughout both the strategy development phase and the implementation phase. It captures the input and support of the different functions in the business system that affect the consumer experience.
Very few product innovations survive market introduction. We can increase the share of successful innovations by focusing your innovation process on your key consumer segments. The methodology helps you understand which new brands, products, or brand extensions to focus on and identifies their inherent key emotional and functional benefits. It is also possible to start from scratch and together with a competitive analysis to identify consumer gaps in your market and look outside the box for new business opportunities.
Over the years we have developed segmentations for regions, countries, and industries all over the world. Segmentation is always based on science and through detailed analysis we provide a deep understanding of the consumer that is practical and can be implemented by the entire organization and by external partners. With the help of our patented human-centric segmentation model covering 650 million people in 25 countries, we create brand strategies that bring the highest growth and profitability.
The progress and development of the human being from aged 2 to 18 are intense. At this early age we develop brand preferences that will follow us our entire life. Our iPlay Children segmentation (2‒11 years) and our iAm Teenage segmentation (12‒18 years) will accelerate all your marketing efforts in the younger life stage.
For years B2B marketing has been lagging behind consumer marketing. Often category and demography segmentation have narrowed the potential to find deep and meaningful insights to be used in brand strategies and creative executions. Garrison Group has developed a proprietary methodology that provides some of the largest industrial companies in the world with a deep Business segmentation. Behind every business there are always people, and this is what matters the most. This helps enormously in strategic targeting, brand strategy, and salesforce implementation.
We start with a key question – what business are you really in? It helps us define your business from the customer perspective and identify what you really do for your customers and what value you provide them. The roadmap continues with the definition of success by looking at where exactly you want to take your business. After establishing the endpoint, we take a proactive approach to identify the critical gaps between your business destination and where it is today – what problems can your business solve and what opportunities can it seize.
Understanding your brand from its inherent product benefits, consumer benefits perception, and potential is essential to move the brand forward. Garrison Group’s propriety tool ‒ the Orbiter ‒ is an essential part of this process, combining practical input from the entire organization with factual research.
We start with a key question – what business are you really in? It helps us define your business from the customer perspective and identify what you really do for your customers and what value you provide them. The roadmap continues with the definition of success by looking at where exactly you want to take your business. After establishing the endpoint, we take a proactive approach to identify the critical gaps between your business destination and where it is today – what problems can your business solve and what opportunities can it seize.
