Our primary focus is brand strategy and repositioning based on deep customer insight. Many organizations will ask us to reposition their brands but are reluctant to conduct the necessary customer research at the beginning of the brand repositioning process. They will say, “We conduct ongoing customer satisfaction research,” or “We do product research quite frequently” or “We measured our brand’s equity five years ago” or “We talk with our customers all of the time.” But, do they know which brands have the highest top-of-mind unaided awareness within the relevant product categories? Do they know how their brand is perceived? Do they know the top-of-mind associations for their brand? Do they know their brand’s personality? Do they know if their customers can relate to their brand emotionally? Do they know how attitudinally loyal their customers are to their brand? Do they know the most important brand and category benefits and how their brand stacks up against the competition in delivering against these benefits? Do they know their brand’s perceived strengths and weaknesses vis-à-vis the competition? Have they identified their brand’s positioning vulnerabilities and opportunities? Do they know whether their brand is perceived to deliver a good value for the price paid? Is their brand perceived to be vital or resting on its laurels? Is it perceived to be innovative, responsive, trustworthy, reliable or friendly? Do they understand how these perceptions vary across various customer segments?
Successful brand repositioning requires intuition, creativity, insight, analysis and a deep understanding of the customer and his or her perceptions. The insight, analysis and deep understanding are largely informed by rigorous brand research. Repositioning a brand without research is akin to painting a masterpiece with one’s eyes closed. Neither is a very good idea.
© 2015 by Brad VanAuken