Simply put we create a brand identity matrix that factors sources of brand identity soaked in the brand vision and values. We get to plausible Brand Selling Prepositions (BSPs). These BSPs are then filtered through our I-Square Funnel to get to those selective BSPs that can get the Brand to be as closer to its Identity as possible and yet be relevant not just in the current context but also must possess the potential to drive long-term relationships with prospects.
These BSPs then go on to form the bedrock of all brand-related initiatives including marketing communication.
At core of our Brand Study is our propriety tool: I Square. Brands have to wade through internal influences, category maturation and environmental evolution. We filter most of these through the I-Square Funnel to get to that sweet-spot slot in the beholders' hearts.
Channel & Distribution Advisory
We have been working on improving efficacies and efficiencies of Trade Channels and Distribution systems across categories. We have a propriety tool, CARE, to evaluate the strength of a Distribution System basis factors such as Relationships, RoI to Trade, Engagement (Financial as well as Emotional), Endurance among others. CARE moves much beyond Weighted Distribution (WD) Data to allow us to objectively measure the strength of any Channel Network. CARE is done state-wise and typically for a state of the size of Punjab - we could wrap up the entire Study in 4 weeks covering every district. The key to our success in here is that we do not outsource any part of CARE Study. Companies have found this tool extremely helpful to strategise the next Channel & Distribution strategy or events.