What brand strategy is. We define brand strategy as developing and acting on a clear articulation of the most relevant, credible, and unique brand promise possible – what the brand must stand for in customers’ minds. That promise must be backed up by the most compelling proof points as reasons to believe that a brand and its offerings excel on the things that matter most to customers. We start with the belief that the company with the deepest understanding of drivers of brand choice at every intersection of a product line and market segment will always take market share if they can execute well. We work with select marketing research firms to apply the best of brand science with qualitative and quantitative research as necessary to identify, prioritize, and define the rich meanings of those choice-driving attributes in customer terms. We then develop a Brand Strategy Platform that maps strategic proof points back to those drivers of choice and the brand promise that is built on them.
Brand strategy and sustainability. It is becoming impossible to successfully manage a brand without also proactively managing sustainability. That’s why the Strategic Harmony approach to product and service portfolio optimization ensures that early-stage sustainability assessments can be systematically integrated with other core brand metrics – before development and significant sunk costs.
Managing and measuring. Beyond brand positioning, SHP also provides counsel on managing brand equity by measuring and monitoring brand health over time with actionable diagnostics, as well as marketing plan development, marketing and brand training, and coaching for non-marketing executives on brand strategy and the impact of brand equity on shareholder value.