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irrelevant. Fix the
GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. THE BEST BRANDING WORK. 4 THINGS THAT CHALLENGE EVERYTHING. Branding and marketing strategy that steal market share. To be the best brand and marketing agency, you need to coordinate EVERYTHING. As a result, the strategy, branding elements, communications, and marketing must support each other. And, everything must share common values. The need for a uniform, coordinated, and persuasive strategydirects
BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. MARKETING RESEARCH METHODOLOGY Marketing Research Methodology ensures results. knows who is sponsoring the study that might otherwise color the outcome. This also means the lists of possible respondents is generated and accessed randomly utilizing a RDD sample methodology. This ensures limits bias in the responses and allows Resultant Research to measure incidence. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. THE BEST BRANDING WORK. 4 THINGS THAT CHALLENGE EVERYTHING. Branding and marketing strategy that steal market share. To be the best brand and marketing agency, you need to coordinate EVERYTHING. As a result, the strategy, branding elements, communications, and marketing must support each other. And, everything must share common values. The need for a uniform, coordinated, and persuasive strategydirects
BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. ELITE MARKETING AGENCY 1 When a marketing agency is a branding agency. 2 It starts with the brand. 3 Brand refocusing. 4 A marketing agency with fingers on the customer’s pulse. 5 Brand without marketing is incomplete. 6 Brand and marketing belong together. 7 Brand and marketing theory is not enough. 8 It’s better to plan an exit. THE BEST BRANDING WORK. 4 THINGS THAT CHALLENGE EVERYTHING. Branding and marketing strategy that steal market share. To be the best brand and marketing agency, you need to coordinate EVERYTHING. As a result, the strategy, branding elements, communications, and marketing must support each other. And, everything must share common values. The need for a uniform, coordinated, and persuasive strategydirects
THE 4 BEST RULES TO ABSOLUTELY INCREASE MARKET SHARE You are most likely the market leader if your R&D department keeps you miles ahead of the competition and your advertising budget is so large that you are always in the face of your prospects and customers touting your NEW AND IMPROVED.. To increase market share and win, you must up the ante on being smarter than the competition rather than focusing on simply being better. REBRANDING SERVICES. THE 5 ABSOLUTE ELEMENTS TO WIN. A successful rebranding must preserve the elements that work and knit together a modern narrative that lifts your brand to new heights. Rebranding science is a fragile undertaking. You must have the watchmaker’s precision and the scientist’s focus. Our full complement of rebranding services combines those two neededattributes.
A POWERFUL BRAND AUDIT. 9 WAYS TO EMPOWER A BRAND 1) Meaning & Direction (How the brand is defined in the mindset of the customer) 2) Positioning (The space a brand owns in a prospective patient’s mind that sets it apart from competitors. And explains why and when it should be their preferred choice) 3) Differentiation (The perception on the part of the target audience that brands and their products and services are different from those of HOTEL BRANDS PROBLEMS, HOLIDAY INN The Hospitality Problem is a Hotel Branding Problem. The issue here is not unique to Holiday Inn. For years, hotel brands have traditionally built their brands on “image” alone. They have used this pseudo-strategy to do nothing more than give travelers the illusionthat their brand is
FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. BRAND STRATEGY IMPLEMENTATION. DON'T DO THIS AND DON'T FAIL Elements of Brand Strategy Implementation. Brand strategy implementation can be a maze. A new way to maximize your company’s brand revenues. Regard and treat all of your customer and prospect interfacing functions as media. And, organize them to ensure that they are maximized as media. Brand is an expression of culture change. T-MOBILE TV AD: MISSING AN OPPORTUNITY T-Mobile TV ad: Missing an opportunity. I wish I could say the publicist-driven T-Mobile not-quite Super Bowl ad deserves its social media popularity. But like all but one of this year’s Super Bowl ads, it ruined its opportunity. The phone carrier promoted a spot with Super Bowl champions Tom Brady and Rob Gronkowski, saying it wasbanned
BRAND COMPANY
Client login area for Stealing Share clients with a thirst to stealmarket share.
STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. MARKETING RESEARCH METHODOLOGY Marketing Research Methodology ensures results. knows who is sponsoring the study that might otherwise color the outcome. This also means the lists of possible respondents is generated and accessed randomly utilizing a RDD sample methodology. This ensures limits bias in the responses and allows Resultant Research to measure incidence. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
LOGISTICS - PARCEL DELIVERY MARKET STUDY - STEALING SHARE Logistics – Parcel delivery market study. Logistics, particularly as it relates to the consumer delivery business, is a two-horse race. FedEx and UPS duke it out, in effect, having a duopoly over an entire category. One might argue that the US Postal Service should be included in this group as well. But FedEx is one of the USPS’sbiggest
BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. MARKETING RESEARCH METHODOLOGY Marketing Research Methodology ensures results. knows who is sponsoring the study that might otherwise color the outcome. This also means the lists of possible respondents is generated and accessed randomly utilizing a RDD sample methodology. This ensures limits bias in the responses and allows Resultant Research to measure incidence. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
LOGISTICS - PARCEL DELIVERY MARKET STUDY - STEALING SHARE Logistics – Parcel delivery market study. Logistics, particularly as it relates to the consumer delivery business, is a two-horse race. FedEx and UPS duke it out, in effect, having a duopoly over an entire category. One might argue that the US Postal Service should be included in this group as well. But FedEx is one of the USPS’sbiggest
BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. HOTEL BRANDS PROBLEMS, HOLIDAY INN The Hospitality Problem is a Hotel Branding Problem. The issue here is not unique to Holiday Inn. For years, hotel brands have traditionally built their brands on “image” alone. They have used this pseudo-strategy to do nothing more than give travelers the illusionthat their brand is
WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. TESTING CREATIVE CONCEPTS AND HOW TO DO IT Our experience with theme testing and testing creative concepts is that the end result is a vanilla reduction of the original idea. Testing, by its very nature, is a study in caution. And, more often than not, the raw power of a theme that is designed to ignite passiongets reduced to
THE 4 BEST RULES TO ABSOLUTELY INCREASE MARKET SHARE You are most likely the market leader if your R&D department keeps you miles ahead of the competition and your advertising budget is so large that you are always in the face of your prospects and customers touting your NEW AND IMPROVED.. To increase market share and win, you must up the ante on being smarter than the competition rather than focusing on simply being better. MATURE MARKET STRATEGY. A NEW PRIMER A winning brand strategy is all about a share of emotional attachment, emotional intensity , and attribution. Own their heart and you will get their loyalty heart. Stealing market share — and keeping it through four purchase cycles — is possible only when the REBRANDING TECH. TECH COMPANIES OFTEN LOSE SIGHT Rebranding tech. Tech Companies Often Lose Sight. Rebranding tech begins with persuasion. Some branding firms and companies believe that branding is all about changing a logo. Or changing a name, website, or collateral material. However, developing brand strategies for tech companies that are designed to significantly grow market sharerequires
BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
CONSUMER PACKAGED GOODS. A DETAILED MARKET STUDY Consumer Packaged Goods Marketing. Recent studies estimate sales of the consumer packaged goods industry in the US to reach more than $760 billion by 2020. From any perspective, that is a huge number to ignore. But the industry has its troubles. BRAND STRATEGY IMPLEMENTATION. DON'T DO THIS AND DON'T FAIL Elements of Brand Strategy Implementation. Brand strategy implementation can be a maze. A new way to maximize your company’s brand revenues. Regard and treat all of your customer and prospect interfacing functions as media. And, organize them to ensure that they are maximized as media. Brand is an expression of culture change. ST JUDE MEDICAL BRAND. MORE THAN JUST A LOGO. In a sea of blue logos within the category, the former blue logo for the St Jude Medical brand was a simple monogram. The one quality which no competitor had, however, was the classic Cap/Small Cap type setting for the logotype. Stealing Share adapted and refined the logotype to fit the new logo and brand themeline. Old St. Jude Medical Logo. STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. MARKETING RESEARCH METHODOLOGY Marketing Research Methodology ensures results. knows who is sponsoring the study that might otherwise color the outcome. This also means the lists of possible respondents is generated and accessed randomly utilizing a RDD sample methodology. This ensures limits bias in the responses and allows Resultant Research to measure incidence. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
LOGISTICS - PARCEL DELIVERY MARKET STUDY - STEALING SHARE Logistics – Parcel delivery market study. Logistics, particularly as it relates to the consumer delivery business, is a two-horse race. FedEx and UPS duke it out, in effect, having a duopoly over an entire category. One might argue that the US Postal Service should be included in this group as well. But FedEx is one of the USPS’sbiggest
BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. MARKETING RESEARCH METHODOLOGY Marketing Research Methodology ensures results. knows who is sponsoring the study that might otherwise color the outcome. This also means the lists of possible respondents is generated and accessed randomly utilizing a RDD sample methodology. This ensures limits bias in the responses and allows Resultant Research to measure incidence. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
LOGISTICS - PARCEL DELIVERY MARKET STUDY - STEALING SHARE Logistics – Parcel delivery market study. Logistics, particularly as it relates to the consumer delivery business, is a two-horse race. FedEx and UPS duke it out, in effect, having a duopoly over an entire category. One might argue that the US Postal Service should be included in this group as well. But FedEx is one of the USPS’sbiggest
BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. HOTEL BRANDS PROBLEMS, HOLIDAY INN The Hospitality Problem is a Hotel Branding Problem. The issue here is not unique to Holiday Inn. For years, hotel brands have traditionally built their brands on “image” alone. They have used this pseudo-strategy to do nothing more than give travelers the illusionthat their brand is
WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. TESTING CREATIVE CONCEPTS AND HOW TO DO IT Our experience with theme testing and testing creative concepts is that the end result is a vanilla reduction of the original idea. Testing, by its very nature, is a study in caution. And, more often than not, the raw power of a theme that is designed to ignite passiongets reduced to
THE 4 BEST RULES TO ABSOLUTELY INCREASE MARKET SHARE You are most likely the market leader if your R&D department keeps you miles ahead of the competition and your advertising budget is so large that you are always in the face of your prospects and customers touting your NEW AND IMPROVED.. To increase market share and win, you must up the ante on being smarter than the competition rather than focusing on simply being better. MATURE MARKET STRATEGY. A NEW PRIMER A winning brand strategy is all about a share of emotional attachment, emotional intensity , and attribution. Own their heart and you will get their loyalty heart. Stealing market share — and keeping it through four purchase cycles — is possible only when the REBRANDING TECH. TECH COMPANIES OFTEN LOSE SIGHT Rebranding tech. Tech Companies Often Lose Sight. Rebranding tech begins with persuasion. Some branding firms and companies believe that branding is all about changing a logo. Or changing a name, website, or collateral material. However, developing brand strategies for tech companies that are designed to significantly grow market sharerequires
BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
CONSUMER PACKAGED GOODS. A DETAILED MARKET STUDY Consumer Packaged Goods Marketing. Recent studies estimate sales of the consumer packaged goods industry in the US to reach more than $760 billion by 2020. From any perspective, that is a huge number to ignore. But the industry has its troubles. BRAND STRATEGY IMPLEMENTATION. DON'T DO THIS AND DON'T FAIL Elements of Brand Strategy Implementation. Brand strategy implementation can be a maze. A new way to maximize your company’s brand revenues. Regard and treat all of your customer and prospect interfacing functions as media. And, organize them to ensure that they are maximized as media. Brand is an expression of culture change. ST JUDE MEDICAL BRAND. MORE THAN JUST A LOGO. In a sea of blue logos within the category, the former blue logo for the St Jude Medical brand was a simple monogram. The one quality which no competitor had, however, was the classic Cap/Small Cap type setting for the logotype. Stealing Share adapted and refined the logotype to fit the new logo and brand themeline. Old St. Jude Medical Logo. STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. BRAND STRATEGY IMPLEMENTATION. DON'T DO THIS AND DON'T FAIL Elements of Brand Strategy Implementation. Brand strategy implementation can be a maze. A new way to maximize your company’s brand revenues. Regard and treat all of your customer and prospect interfacing functions as media. And, organize them to ensure that they are maximized as media. Brand is an expression of culture change. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. BRAND STRATEGY IMPLEMENTATION. DON'T DO THIS AND DON'T FAIL Elements of Brand Strategy Implementation. Brand strategy implementation can be a maze. A new way to maximize your company’s brand revenues. Regard and treat all of your customer and prospect interfacing functions as media. And, organize them to ensure that they are maximized as media. Brand is an expression of culture change. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. ELITE MARKETING AGENCY 1 When a marketing agency is a branding agency. 2 It starts with the brand. 3 Brand refocusing. 4 A marketing agency with fingers on the customer’s pulse. 5 Brand without marketing is incomplete. 6 Brand and marketing belong together. 7 Brand and marketing theory is not enough. 8 It’s better to plan an exit. THE 4 BEST RULES TO ABSOLUTELY INCREASE MARKET SHARE You are most likely the market leader if your R&D department keeps you miles ahead of the competition and your advertising budget is so large that you are always in the face of your prospects and customers touting your NEW AND IMPROVED.. To increase market share and win, you must up the ante on being smarter than the competition rather than focusing on simply being better. A POWERFUL BRAND AUDIT. 9 WAYS TO EMPOWER A BRAND 1) Meaning & Direction (How the brand is defined in the mindset of the customer) 2) Positioning (The space a brand owns in a prospective patient’s mind that sets it apart from competitors. And explains why and when it should be their preferred choice) 3) Differentiation (The perception on the part of the target audience that brands and their products and services are different from those of THE BEST BRANDING WORK. 4 THINGS THAT CHALLENGE EVERYTHING. Branding and marketing strategy that steal market share. To be the best brand and marketing agency, you need to coordinate EVERYTHING. As a result, the strategy, branding elements, communications, and marketing must support each other. And, everything must share common values. The need for a uniform, coordinated, and persuasive strategydirects
MATURE MARKET STRATEGY. A NEW PRIMER A winning brand strategy is all about a share of emotional attachment, emotional intensity , and attribution. Own their heart and you will get their loyalty heart. Stealing market share — and keeping it through four purchase cycles — is possible only when the BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
HOTEL BRANDS PROBLEMS, HOLIDAY INN The Hospitality Problem is a Hotel Branding Problem. The issue here is not unique to Holiday Inn. For years, hotel brands have traditionally built their brands on “image” alone. They have used this pseudo-strategy to do nothing more than give travelers the illusionthat their brand is
FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. BEING THE LOW-COST PROVIDER 1 BAD IDEA GETTING WORSE. The truth is that “low-cost provider” is a failed fallback position. And, a marketing department or advertising agency that suggests it should be ashamed. All it demonstrates is a lack of customer insight and marketing savvy. A low-cost provider is not a brand position. It is simply an unimaginative merchandising exercise. T-MOBILE TV AD: MISSING AN OPPORTUNITY T-Mobile TV ad: Missing an opportunity. I wish I could say the publicist-driven T-Mobile not-quite Super Bowl ad deserves its social media popularity. But like all but one of this year’s Super Bowl ads, it ruined its opportunity. The phone carrier promoted a spot with Super Bowl champions Tom Brady and Rob Gronkowski, saying it wasbanned
STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. BEING THE LOW-COST PROVIDER 1 BAD IDEA GETTING WORSE. Low cost provider positioning is rationally based and rationally measurable. Which means you have to spend, spend, and spend to maintain low-cost provider awareness. And, you must constantly adjust your margins in response to the categories response. Anyone who meets your price point owns that position in the mind of the shopper. BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. BMW BRAND STUDY OF ITS BRANDED HOUSE STRATEGYSEE MORE ONSTEALINGSHARE.COM
STEALING SHARE #1 BRANDING AGENCY. REBRANDING STEALS SHARE A branding agency tying the marketing strategy together. Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. WHAT WENT WRONG WITH 7 UP? EVERYTHING. Market share continued to slip to the eighth best-selling soft drink in 2000, with a 2% market share. More than a decade later, it has less than 1% market share, its sales dropping 3% in 2013, continuing a downward spiral. Even worse, it just reported its worst profit figure in three years. 7 Up is basically irrelevant. BRANDING PROJECT. 4 RULES FOR SUCCESS AND AVOIDING DISASTER The first step in a branding project timeline: Fielding market research. The start really begins with our clients. We hold one-on-one interviews to understand the issues around the company, looking for things to test in the research. We also conduct a Behavior Modeling Session to uncover the precepts that drive target audiences. GLOBAL BRANDING STRATEGY. 2 GREAT EXAMPLE OF GLOBAL STRATEGY Global branding strategy. Many well-established national and regional brands see global brand expansion as the golden egg. The promise of new emerging consumer markets in many of the world’s burgeoning economic regions is a great lure for these brands. REBRANDING CHECKLIST. THE BEST ADVICE IN 4 QUICK QUESTIONS Fix the obvious stuff first. The product or service itself should be updated and fixed before any rebranding process. Nothing is more wasteful than a finely tuned brand message (which promises the customer an emotional connection) and a product that is nowirrelevant. Fix the
FREIGHTLINER BRAND STUDY CONSIDERS MARKET TRENDS The Freightliner brand represents the largest heavy-duty truck manufacturer in North America. Also, it is a leading producer of medium-duty trucks and specialized commercial vehicles. It competes with Kenworth, Peterbuilt, Volvo, International and others. BEING THE LOW-COST PROVIDER 1 BAD IDEA GETTING WORSE. Low cost provider positioning is rationally based and rationally measurable. Which means you have to spend, spend, and spend to maintain low-cost provider awareness. And, you must constantly adjust your margins in response to the categories response. Anyone who meets your price point owns that position in the mind of the shopper. BLACKBERRY FAILED. MARKETING LESSONS TO BE LEARNED. BlackBerry Failed. Marketing lessons to be learned. The world truly changed in 1999. We saw Europe introduce the Euro. Then, the tragedy at Columbine, the world was dealing with Kosovo and SpongeBob SquarePants debuted. But the world also saw a revolution in communication for better or for worse. And it changed everything. THE SONY BRANDS: LIKE WATCHING AN ACCIDENT HAPPEN Like watching an accident happen. SONY was the gold standard. The SONY brands once made up the most powerful in consumer electronics. The free-fall from grace by this venerable brand has lessons for us all. It is a tale of importance and arrogance. Innovation and market ignorance. Retail excellence and benign neglect. BMW BRAND STUDY OF ITS BRANDED HOUSE STRATEGYSEE MORE ONSTEALINGSHARE.COM
ELITE MARKETING AGENCY 1 When a marketing agency is a branding agency. 2 It starts with the brand. 3 Brand refocusing. 4 A marketing agency with fingers on the customer’s pulse. 5 Brand without marketing is incomplete. 6 Brand and marketing belong together. 7 Brand and marketing theory is not enough. 8 It’s better to plan an exit. THE 4 BEST RULES TO ABSOLUTELY INCREASE MARKET SHARE You are most likely the market leader if your R&D department keeps you miles ahead of the competition and your advertising budget is so large that you are always in the face of your prospects and customers touting your NEW AND IMPROVED.. To increase market share and win, you must up the ante on being smarter than the competition rather than focusing on simply being better. TESTING CREATIVE CONCEPTS AND HOW TO DO IT Our experience with theme testing and testing creative concepts is that the end result is a vanilla reduction of the original idea. Testing, by its very nature, is a study in caution. And, more often than not, the raw power of a theme that is designed to ignite passiongets reduced to
HOTEL BRANDS PROBLEMS, HOLIDAY INN The Hospitality Problem is a Hotel Branding Problem. The issue here is not unique to Holiday Inn. For years, hotel brands have traditionally built their brands on “image” alone. They have used this pseudo-strategy to do nothing more than give travelers the illusionthat their brand is
MARKETING RESEARCH METHODOLOGY Marketing Research Methodology ensures results. knows who is sponsoring the study that might otherwise color the outcome. This also means the lists of possible respondents is generated and accessed randomly utilizing a RDD sample methodology. This ensures limits bias in the responses and allows Resultant Research to measure incidence. A POWERFUL BRAND AUDIT. 9 WAYS TO EMPOWER A BRAND 1) Meaning & Direction (How the brand is defined in the mindset of the customer) 2) Positioning (The space a brand owns in a prospective patient’s mind that sets it apart from competitors. And explains why and when it should be their preferred choice) 3) Differentiation (The perception on the part of the target audience that brands and their products and services are different from those of CONSUMER CHANGES AND THE CHANGING CONSUMER questions about many specific industries, from banking to the media to automobiles. The following is the result of that study along with analysis of what the data means and how companies can use the knowledge to do more than just survive in today’s economy. HOSPITAL REBRANDING. MEDICAL CENTER BUSINESS. About Bryn Mawr. Treatment teams provide individualized programs for patients with conditions such as brain injury, stroke, spinal cord disorders, orthopedic injuries and post-surgical rehabilitation, multiple sclerosis, amputations, arthritis, Parkinson’s disease and BRAND ANTHROPOLOGY. 1 NEW AND EXCITING BRANDING SCIENCE Brand anthropology is the science of studying brands in context. It looks at the brand, not as a thing, but as an emotional idea that customers embrace. They embrace it because they believe it reinforces their self-identity. It looks at the brand meaning and messages through the prism of the prospect. In simplistic terms, this means thebrand
BRAND STRATEGY IMPLEMENTATION. DON'T DO THIS AND DON'T FAIL Elements of Brand Strategy Implementation. Brand strategy implementation can be a maze. A new way to maximize your company’s brand revenues. Regard and treat all of your customer and prospect interfacing functions as media. And, organize them to ensure that they are maximized as media. Brand is an expression of culture change.* Home
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STEAL THEIRS. KEEP YOURS. Your competitors will fear you. THE only branding agency that positions brands around the world to grow by stealing market share.MORE
;
It is cognitive science, combined with experience and talent. Stealing Share has redefined what a branding agency is. We use modern cognitive science and the smarts of today’s persuasive analyses to transform your market.CONTENTS hide
1 You need a new kind of branding agency 2 We invented persuasive branding 3 We have in-house research 4 Enter modern rebranding (with a capital R) 5 A new rebranding strategy is how you win 6 Adapt and revise your branding strategy7 Social Media
8 A branding agency tying the marketing strategy together 9 Challenge your customers and prospects 10 Challenge yourself and us— your rogue branding agency YOU NEED A NEW KIND OF BRANDING AGENCY If you are satisfied with an old-school branding agency, you might aswell just go here
Your competitive market is increasing the stakes. It has always been dog-eat-dog, but the margin of error is contracting. As a rogue branding agency, we spit on the grave of old-school branding ideas. A few marketing rules are still valuable. But not the branding rules. They are outdated and out of touch. Today, a brand, and a branding agency, needs to keep up with attitudinal changes and market flux. It all changing fast. Here we have the elements you need in a modern rebrand strategy. These market changes come at a cost. We call that cost integration. It demands a tight economy of scale in a banding agency. All aspects of the experts working on your rebranding or brand launch must work closely together as a single team. Even the divisions between teams at Stealing Share’s branding agency are blurry. That’s because they work closely together, drawing on each other for expertise. As a result of this need for tight coordination, everything needed for rebranding or brand launch is under our one tent. We created a different and superior team structure. It is one of the advantages of not being a big company. Stealing Share takes on no more than five rebranding or brand launch projects at a time. We want to stay at our current size. Here is how your team is different from other branding agency norms. We have no account executives. You work directly with the Strategists on your project. A Resultant researcher works directly with your strategists. When we forge the creative elements needed to complete the brand project, you work directly with our creative director. Our founder and most senior strategist, Tom Dougherty, dedicates 20% of his time to each project. No go-between. No dog and pony show. Here we have the elements you need in a modern rebrand strategy. Let’s start with a new idea. We call it persuasive branding WE INVENTED PERSUASIVE BRANDING Persuasive branding means your brand becomes much more than just a stagnant brand identity.
Persuasive branding demands hard choices and choosing a singleidea.
In the market today, you must be single-minded. Who can afford the waste in a scattered approach? We own this discipline. We can’t afford to waste your money. Uncovering the highest emotional intensity is the foundation of what we do as a branding agency. It needs to be the foundation of yourbrand.
It is so much more than just brand equities. While your competitors are looking at their brand equities, you will be moving away with alltheir customers.
When you hear another branding agency uses the term brand equity— kick them to the curb. You must have brand persuasion, not brandstagnation
Brand equities are a snapshot from the past, like a yellowed postcard— it’s pleasant nostalgia but no longer useful. All brand needs to stand for something. But share stealing brands grab your prospects by the emotional scruff of the neck and demand they pay attention and embrace your brand like family. Brand persuasion adds a new element to your marketing tools. So, it is upon that revolutionary definition of branding that we start. WeCREATE brand value
.
WE HAVE IN-HOUSE RESEARCH Our brand strategists work directly with our researchers. They are a mix of branding strategists and anthropologists.We won’t
stop
until we unearth the emotional intensity that drives your prospects tochoose differently.
Discover what moves your prospects to engage, and you have the beginnings of a modern rebrand. We don’t guess. Stealing Share developed a research process that enables us to quantify emotional triggers. We can compare apples and oranges. And this model is predictive. That means we can pinpoint the highest emotional trigger and turn the volume up on that key element. As a result, prospects allow the rebrand to enter. You enter theirconsidered set.
This process is a subtle form of rebranding. It does not always require a new logo or color palette, but it demands an emotionalrefresh.
ENTER MODERN REBRANDING (WITH A CAPITAL R) A persuasive brand is a permission. It’s your gateway to importance. In a split second, prospects decide. Is what they are hearing, seeing, and experiencing just FOR them. Branding is more personal now. We are the only branding agency that crafts your brand’s permission scientifically. Modeling the message around belief statements, we build the brand’s permissions to ignite your prospects’ interest.Stealing Share
invented a behavioral modeling process to focus the research and re veal the highest emotional intensities.This behavior model
is a roadmap of
influences. The modeling process leads the strategists and researcher to actionable research. Forget usage and attitudes. The behavior model provides a window into the target market’s belief systems. It details the relationship between those highly held emotional precepts and the needs and wants those precepts create andcontrol.
The model is predictive. When the research is out of the field and cross-tabulated, you can predict which needs and wants are directly linked to the ruling precept. It turbocharges your marketing effortsand messaging.
A NEW REBRANDING STRATEGY IS HOW YOU WIN All this primary research forms the foundation of your new persuasive brand. So, you grab share from competitors. Steal share from other categories. Grow. Change. Adapt. Then adapt again and reinvent on thefly.
New marketing
strategies and rebranding strategiesfocus on
fleeting opportunities and lay the foundations for future relevance.No other branding agency comes close. Any creative development needed we do in-house. Our creative director works closely with the strategists and researchers throughout theentire process.
He builds memorable work (a new logoif it’s required)
from the same brief. But, unlike ad agencies, he holds a complete vision of your category. All the color palettes, brand promises, tonality, and messaging are familiar to him because he worked with your team from the inception ofthe project.
We integrate the new brand theme into the creative work. We build all the brand promises and emotional power into a seamless body of work. You arrive as a rebrand or launch to your competitors’ surprise and emerge as both different and better. Current customers cement their loyalty, and prospects reconsider the brand’s new importance. We are not an advertising agency. We are a branding agency. But if needed, we will create the first round of advertising for you. Then we hand the reigns over to your in-house creative department or youradvertising agency.
And we brief them. You lose nothing in the transition and translation. Steal a few minutes of your time, and we will show you how to do it.Talk to us.
ADAPT AND REVISE YOUR BRANDING STRATEGY Our process dissects your marketing strategy and brand into logical elements. Understanding the modern intricacies of go-to-market strategy can be complicated. Each brick must fit with the market-facing brand. This has always been true. But today’s markets have no room for mistakes. If you screw up, you’ll be facing brand repair, not rebranding building on what you already have. We’re the only branding agency that understands that.SOCIAL MEDIA
News travels faster—even fabricated truths. Information overloads prospect’s senses, and they are drowning in a sea of marketing messages. More is not better. Your prospects are trying to filter out the noise, and most marketing is just that— noise. Facebook, Twitter, Snapchat, Youtube, TicToc, and every conceivable information channel trained prospects to filter out SPAM. They are experts at ignoring. How does your message break through the filters? We are crafting the branding strategy, message, and position. Once the prospect grants the brand permission to be meaningful, they notice it. But this is no longer enough. The marketing message has to agree with the rebranding. Think about the brand’s permission as the reason why. Why your brand exists and what it tries to accomplish. The marketing strategy’s story and brand position tell the prospect WHAT the brand does. As a result, your message is a tactical execution of the strategy. And the brand’s position is where the brand lives in context tocompetitors.
The message has a short shelf life. The permissions and positions livelonger.
A BRANDING AGENCY TYING THE MARKETING STRATEGY TOGETHER Any unnecessary movement is a waste of energy. In rebranding, your energy is your money. Coordinate everything: brand permission, marketing position, and marketing strategy. Stealing Share is the maestro branding agency keeping everything synced. This discipline is in our DNA. We insist on it. But this requires bold marketing tactics. The message needs clarity. And insist the prospects read it. CHALLENGE YOUR CUSTOMERS AND PROSPECTS Base your brand’s permission on their beliefs, and they understand the danger of rejection. Make their choice a denial of their values. This is the crux of emotional rebranding. Then, with a highly intensive challenge, position your brand against competitors. Market your benefit aggressively. Keep the message clear,simple, and direct.
CHALLENGE YOURSELF AND US— YOUR ROGUE BRANDING AGENCYPlan on
obsolescence and ignite engagement. Adapt your rebranding strategy and message continually. The dynamic, fast-changing marketplace today requires constant adjustments. Ask something of your prospects. We ask something of our clients. Choosing is the magnetism of involvement, and it creates unbreakable bonds. Your potential customers covet something in which they invest. So do ours. Don’t even consider another old-school branding agency.Choose smartly.
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Stealing Share Branding Agency was last modified: April 27th, 2021 byadmin
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