Basic Research

Analysis and future scenarios

The purpose of research is to uncover the brand's internal and external dynamics. When working with corporate brands, we seek to discover the brand's identity by studying and developing the interplay between the company's vision, culture and image. When working with product brands, we explore the customer's relationship with the brand in order to find opportunities for development.

Our use of quantitative and qualitative research methods—asking the right questions and interpreting data to reach actionable insights—forms the basis of our approach to creating strong brands.

Depending on the assignment, we also use external alliance partners, such as Research International, Mediaedge:cia and New Insight.

Case(s) illustrating this BrandStairway® step

Good advice boosts 143 Imerco stores
After internal and external analyses and a series of workshops with the chain’s management, we were ready with a new brand concept and launch plan in the beginning of 2004. The elements that will be implemented over the coming years are designed to create a broader and more homogeneous public awareness of the Imerco brand, while optimising the chain’s marketing investments.

See the case