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CASE
STUDIES
APPLIED
BRANDMARKETING STRATEGIES
How we use our Strategic BrandMarketing
Tools to help our clients achieve their business goals.
Tool: Retail Perception Survey
One Challenging case study is a strategy we successfully
executed with a US underwear client. They were, and
continue to be, the primary source of luxury private-label
underwear to Neiman Marcus, Bergdorf Goodman, Saks
5th Ave, and such stores. He was beginning to see
his margins reduced by the store’s pressure for more
competitive pricing. We recommended that he complement
his private-label business with a high-profile luxury
brand. We conducted a Retail Perception Survey in
the US market to determine which brand the best stores
would find most acceptable if available in the underwear
category. The survey led us to seek out the Burberry® brand
in London, which we were successful in securing for
our client, solidifying his position as the leading
men’s underwear provider in the luxury section in
the USA.
Tool: Brand Name Lab/ Focus Group
Our client, which is the only source of private brand hosiery for Macy’s, developed
a proprietary hosiery product with a strong selling feature. The feature and
its attributes needed a Brand Name, Positioning and Marketing Communications
to convey to the consumer what benefits it promised. We conducted a brand-naming
seminar with the companies managers and senior executives. A menu of various
names and taglines were developed. We then recruited and ran a focus group
of consumers with a Macy’s customer profile so it would be representative—mock-ups,
names, taglines and suggested marketing collateral were presented—a final ranking
was generated and the client successfully trademarked a name as an attribute
brand and co-branded with Macy’s private brand. Stick-on’s conveyed the brand
name/ benefit message. These socks will be in Macy’s fall 2006.
Tool: Brandstorming®
Brandstorming is our proprietary “first step” in
many of our Strategic BrandMarketing assignments.
In a recent example, we were called in to determine
a brand’s
DNA in sportswear and how imaging, ad placement and target consumers all
meshed for a powerful brand impact. Key Sales,
Design, Production and Merchandise
Managers, plus Sr. Executives were given a pre-meeting workbook—a full day
off-site session was arranged where ideas and strategies were hammered out.
It became clear that the brand needed marketing consistency and merchandise
identity—both were implemented. The brand now has a clear persona, a consistent
merchandising strategy and a clear vision as to whom its customers, competitors
and unique value proposition are all about.
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