A financial client wanted to understand the role that brand plays in driving consideration and product acquisition in order to prioritise investment in messaging.
The client was also developing a new brand strategy and needed to understand which factors were most important and motivating for consumers.
WHAT WE DID
To refine metrics, we carried out brand/price tradeoff analysis to understand the impact of the brand on consumer choice, and driver analysis to identify which brand factors were most motivating for consumers.
We conducted workshops to help develop the new brand strategy and consumer articulation of key pillars.
We identified two elements of the brand that warranted most focus based on importance, growth and differentiation potential.
The work also identified a need to focus on emotional ‘inspiration’ communications which is now a key focus of the communication strategy. A rationalised brand measurement framework was developed.