Raiffeisen Bank, the large European financial group, has had a very rapid rise to the third position in the Romanian market in just over four years. The acquisition of the Romanian state-owned Banca Agricola network of over 220 banking outlets throughout the country and an employee headcount of over 4,000 people gained Raiffeisen an almost …
Raiffeisen Bank uses IT to make marketing everyone’s job Read More »
The Challenge Biscolata is a confectionery brand in the Solen portfolio that was having a difficult time breaking through to find its own consumers in the Turkish market against bigger competitors, such as Ulker and Eti. From a functional perspective, the product itself (a biscuit) was practically a commodity in the market, with little differentiation …
Biscolata leverages a society tension point in Turkey Read More »
Founded in 1943 in Sweden, IKEA is the retail brand that simultaneously provides a wide range of well-designed, functional, and affordable home furnishing products, while providing an activity-based shopping experience to families worldwide. IKEA opened its first Eastern European store in Budapest in 1990 as it entered the Hungarian market – among the first Non-Food …
IKEA brand architecture – creating a unique customer experience Read More »
Welcome to Transylvania As soon as the word Transylvania is uttered, everyone’s imagination starts working overtime, marveling about old stories and legends, and, most of all, about Dracula the vampire. Or, for the informed, Count Vlad III, the Impaler. Few, however, know that the region made famous by the pen of Bram Stoker is also …
Even small can be big Many start-ups today find themselves doing battle in a field of giants. This is especially true in the medical device industry, an industry dominated by powerful multinational companies. The key to standing out and ensuring efficient communication is to understand your customers as human beings, to connect with them on …
The legend According to legend, Lord Somersby is the father of many great discoveries – but the most famous of them all is probably Somersby Cider, which was the favorite drink of celebrities like Napoleon, Cleopatra, and Newton. The timing seems a little off, but that’s legends tend to veer off course a bit in …
Somersby Case – Business objectives in the targeting process Read More »
Human beings wake up and think about their family, the challenges they need to cope with at school, or on the job. They think about the activities or hobbies they’re passionate about, and the concerns – even fears – they may have in their life. They don’t see themselves in terms of being ‘credit …
VISA in Ukraine – finding human insights beneath the surface Read More »
Marketing to kids is a sensitive issue. As it should be. The kid segments are easily influenced and don’t have the same qualitative filters as adults do. Kids under the age of eight have an inability to distinguish truth in advertising. Some argue that this means we shouldn’t advertise at all to kids under the …
The challenge Brazil, 2013. An endemic shortage of organ donors threatened thousands of lives. The greatest difficulty and the biggest barrier to the organ donation process was the family’s authorization, with 42% of Brazilian families refusing to donate the organs of their brain-dead relatives. Awareness campaigns built on traditional approaches explaining why it is a …
Human-Centric Marketing can bring strong results, no matter the size of the company utilizing it. Although large multinationals are increasingly seeing the benefit of understanding their local customers more holistically, and the impact that has on brand and touchpoint communication strategy, the same human-centric approach can prove extremely helpful for start-ups and other small businesses …
Touchpoint Communication Strategy – Il Vespaio Italia Read More »
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.
