Brand=Asset

BRAND STRATEGY

Branding for the C-suite
Enlightened companies recognize that their brands are valuable corporate assets. In fact, brand equity — the reservoir of upstream cash flow that has yet to be released to the firm1 — is being managed and measured in increasingly sophisticated ways. This is overdue. Finally, rigor and credibility are becoming commonplace in brand strategy. We have a thing for rigor. And so should you. Our brand strategy practice is based on the belief that brand recommendations should be founded on research, reason and measurability that will all stand up to the scrutiny of quantitatively wired executives.

1. This excellent definition "borrowed" from The London Business School's Tim Ambler.

Services
FOUNDATION

A logical and balanced evaluation of the current strengths and equities of the brand, along with opportunities for growth, given the dynamics of the marketplace.
  • Internal Interviews
  • Leaders Workshop
  • Information Review
  • External Interviews
  • Competitive Audit
  • Primary Research
  • Brand Equity Studies
  • Touchpoint Analysis
FRAMEWORK

A complement of strategic deliverables that ensures the equity potential of the brand is realized.
  • Brand Positioning Platform
    • Purpose
    • Positioning
    • Pillars
    • Personality
  • Brand Architecture
  • Naming
  • Nomenclature
  • Co-branding Strategies
  • Brand Education
  • Brand Scorecard/Metrics

Partial Client List
Alaska Airlines, AmberWatch Foundation, Autodesk, Baxter Healthcare, DaVita, Expedia, Fashion Island, Good First, Imprev, The Irvine Company, Red Lion Hotels, SonoSite, T-Mobile.

See our articles on brand strategy:


Articles are in PDF format.
Click here to download Adobe Acrobat Reader.

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See our articles on brand strategy:


Articles are in PDF format.
Click here to download Adobe Acrobat Reader.