In 2011, Solen established a brand strategy for their Biscolata brand that was highly controversial for some segments of Turkish society but loved by the primary consumers of the brands – a progressive segment of consumers called Young White Turks who are modern and well educated. Solen CEO Elif Coban, a long-time proponent of women’s …
Aligning Global and Local Brand Values and Attitudes Read More »
As marketers, we know that one of the toughest challenges we face is how to develop creative advertising that captures the customer’s attention in a very cluttered environment in a way that also delivers the key messaging from our brand strategy building preference for our brand and purchase intent. It’s easy to get lost in …
Brand managers typically spend a disproportionate amount of time with their creative agencies in developing TV advertising. As though creating brand preference and purchase intent was the whole ballgame. It’s not. It’s just the start. The brand story we can communicate with TV advertising allows us to link functional and emotional benefits to a compelling …
Optimizing In-Store Brand Communications Starts With Packaging Read More »
Why people do what they do People buy for emotional reasons and then look for rational reasons to explain those emotional decisions. More and more marketers, in B2C or even B2B, are recognizing this primary driver of purchase decisions. They are charging out of the gate to design new market research techniques and segmentation that …
Getting things done requires the support and commitment of a lot of people inside and outside the company. It is not enough to tell them what you want to do; you must involve them. The ancient Chinese proverb “Tell them and they will forget. Show them and they will remember. Involve them and they will …
Previously, I wrote about experiential marketing being a much more effective communication tool to grow brand equity and create purchase intent compared to traditional media. Nowhere does that investment in experiential marketing pays off more than at the point of sale with trade marketing tools. The moment of truth Former Chairman, President, and CEO of …
Trade Marketing: Closing the Brand Communication Loop and Closing the Sale In-Store Read More »
As marketers, we talk a lot about the brand experience being the cumulative effect of various brand features and benefits that fit the emotional and functional needs of targeted customer segments. But along the way we get lost in agency briefs and the various communication tools we use to try and explain to the customer …
One of the most intriguing questions in brand strategy development is how we are going to deal with the competition and the impact they may have on our brand’s position with the customer. That’s where competitive assessment comes in. As you analyze competitors, you must be open-minded and think about them from a customer’s perspective. …
Competitive Assessment – Finding the Open Opportunity Read More »
In an era where digital is becoming pervasive, online shopping is becoming more and more frequent. Traditional brick-and-mortar retailers are fighting back against the internet’s efficiency and practicality with the proposition of an emotionally engaging shopping experience that is hard to replicate online. At the same time, FMCG manufacturers want to leverage the moment when …
What’s Driving Trump’s Amazing Appeal with American Voters? Whether you are for or against Donald Trump becoming President of the United States, it is undeniable that he is redefining what voters in America want from their politicians. As with all marketing, to understand the Trump brand phenomenon we must first understand the consumer – or …
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.
