Creativity with discipline »
Our business was founded on distinct and original ideas about how advertising works and the relationships that consumers have with brands.
Over time, as brands and communications evolved we have expanded our thinking to embrace new ideas and models. We provided input on everything from digital to integrated and still place the same emphasis on creativity, clarity of thought and innovation.
Mike was working as a Planner in an advertising agency. He found himself frustrated with how research failed to grasp the strategic objectives of advertising and used the same mechanistic techniques to evaluate all communication - regardless of what it was trying to achieve.
He founded the business on new thinking about how brands and communications work. Mike developed a strategic model, called Framework, that described the different ways that brands and communications work. The original Framework model revolutionised the thinking in the advertising industry and has led to new ways of developing and evaluating brands and communications.
Our business was founded on a range of critical insights into how brands and communications work. These insights informed our founding principles:
1. Brand response is more important than advertising response
2. Different communication works in different ways
The first was important, as a great deal of research being done (even today) simply measured whether or not people liked the advertising. Mike Hall argued that everything you do should in some way strengthen the relationship a person has with a brand. At the end of the day, it is more important to have a measure of this brand impact than anything else.
The second principle recognised that not all advertising was designed to do the same thing. Different brands employ different strategies depending on their objectives – from new product launches described in a persuasive manner, to reminding people of brand values and reinforcing emotional bonds, or standing out as different and establishing leadership credentials.
We are a specialist brand and communications research consultancy offering you fresh ideas at every stage of the brand planning cycle. Our strategic frameworks continue to revolutionise thinking in the industry and have led to new ways of developing brand and communications.
Today, we are responding to the challenges of new channels, more active consumers and integrated activity. We are always combining different perspectives to accommodate our clients' needs. Quantitative and qualitative research blend into one another, while analytical and behavioural modelling sit happily alongside ethnography.
Tried and tested techniques go hand in hand with the creative and experimental. We always advocate whatever works best for you.
We help clients and agencies understand, build and develop their ideas. We use unique frameworks to help explain how their ideas are working and how they can be optimised further.
Today, brands seek more intimate and engaging conversations with the people they wish to talk to. The communication challenge is how to engage through bigger, bolder ideas and by getting more up-close and personal.
We help our clients understand how to engage people with their brands. We work to understand strategic, creative, executional and media ideas.