Welcome to the Branding Science Innovations Case Studies
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Customer Council TM
Customer Council is a tool for the generation of on-going dialogue between the brand team and its customers. It involves a series of workshops with the brand team and customers focussing on the strategy of the brand. Useful both as a think tank and a test bed for communication ideas, it provides insight beyond the traditional methods of market research. Furthermore it affords the opportunity to track the effectiveness of communication strategies over time. There are 3-4 sessions a year, between which the Web 2.0 platform is used to keep in touch with respondents, set them homework tasks and co-ordinate the next council.
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CompComsTM
Competitive communications workshops help brand teams get into the mindsets of their competitors in order to develop more effective competitive messages. The CompComs workshops involve global and local brand managers, sales reps and customers, and takes the format of interactive teamwork, the development of and testing of messages. This can be completed with a number of multi-lingual markets. We have used this format to help a number of major brands teams, for whom it has enabled the development of messages in light of an understanding of the market landscape and competition.
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Video Diaries
Video diaries allow us to get a greater depth of understanding of the patients or caregivers perspective and experience. Patients and caregivers are provided with a video camera to discuss particular topics in an environment where they can be honest and truly open up. On top of being an additional opportunity for patients to reflect on the impact of their condition on their daily life, it allows us to produce output in the form of a film to bring to life the research findings for the brand teams.
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Immersion Interviews
Sometimes it's important to understand the respondent's perspective and situation to a greater depth. Immersion interviews allow us to spend an extended period of time with respondents to understand their views on a particular area, and understand the context.
This is done by taking them out of the traditional research setting; conducting interviews in their homes, or in a cafe, and allowing time for the respondent to provide their true, open and honest views. Interviews usually start with a respondent-led component, where they choose from a number of relevant topics which they wish to discuss. -
Brand Films
Our sister company, Living Brand Productions, has helped to turn our research insights and resulting strategies into many Brand Films over the years. These have helped brand teams to communicate ideas internally, with global teams, and externally in a powerful way. This is part of our framework for ensuring that valuable insight and well informed strategies are implemented within an organisation. Some examples include: outcomes from Customer Council, strategies devised at a Brand Team workshop or emotive patient insights from video diaries.
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Brand Backbone
Brand Backbone is a tool to help brand teams retain important information throughout the lifecycle of the brand. With personnel continually leaving and joining brand teams, the Brand Backbone ensures crucial knowledge and strategic direction can be retained, and imparted in a powerful and efficient way to new members. Working in conjunction with our sister company Living Brand Productions, this tool uses impactful and memorable video to distil customer, patient, market and competitor knowledge together with the brands strategic direction. Please see the video for more information.
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Brand Team Workshops
Customer insights gathered through market research can be the catalysts for key strategic decisions by brand teams. However, what is often underestimated is insight which can be gained from the internal organisation. We have held workshops with brand teams at all stages of their Brand Journey, providing established and effective tools and creative frameworks within which to devise new strategies. This could be in the light of new market insights, or market developments from which the business strategy needs to be developed.
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Lunch and Learn
These are informal and interactive seminars designed to be conducted over one-hour lunch sessions. They are a fantastic opportunity for brand teams or market research teams to focus on key skills (e.g. creative thinking techniques) and knowledge areas (e.g. four ways of looking at branding) which can benefit their business on a daily basis. They give a taster of a wider range of skills and knowledge training offered by our sister company, Branding Science Learning, and first sessions are free of charge. More details can be found on the Lunch & Learn menu.