Based in Leicester & Nottingham, and regularly in London, Manchester and Birmingham, as well as supporting international clients, The Brand Strategy collaboration team are driven by ensuring brands not only survive, but thrive - through strategy, brand positioning, customer segmentation, research and planning.
We exist to create long-term sustainable brand turnaround that adds value both to your business and to consumers' lives.
We are driven by ensuring brands not only survive, but thrive.
We do this by creating Eudæmonic Transformation for brands.
Return on Marketing Investment (ROMI/ROI) is an important measure, but in isolation can detract from what a business is really there to do.
It's a bit like buying a car and ignoring everything else apart from miles per gallon, and just driving up and down the same stretch of road celebrating the efficiency of the vehicle, but without programming the sat nav to take you anywhere.
Studies like those of Binet & Field have long advised of the necessity for businesses to back the right measures for their business, with a long term approach proven to benefit "very large profit growth", while at the same time not necessarily delivering on the vanity ROI measure.
Your accountant has probably told you "turnover is vanity, profit is sanity" - well this is exactly the case here. While some marketing activity may bring in immediate income, how is it fairing at the long term objective of profit growth? Rather than thinking of a campaign, we think about the overall brand strategy for the business - including integration through customer experience and long term profitable delivery.
To achieve Eudæmonic Transformation, brands must create a "Meaningful Difference", as popularised by research agency Kantar/Milward Brown. In their 2019 study they showed that of the top 75 UK brands, the fastest risers prioritised meaningful difference over other objectives including salience. In contrast, the well-known failed UK retailers prioritised salience over any meaning or difference.
We have defined business purpose and identified optimum brand positioning to deliver meaningful difference across categories including retail, leisure, healthcare, hospitality, tourism, alcohol, drinks, financial services and more.
Struggling brands can shout loud to get noticed in the short-term, but for long-term sustainability, a Eudæmonic Transformation process that identifies Meaningful Difference is far more powerful.
Finance teams and boards aren't trying to catch brand managers and marketing managers out, they are simply protecting the business and ensuring the most effective rate of return. The best ones will be looking beyond an immediate 'return on investment' measure and considering the overall improvement to business value.
The Financial Times undertook a study into the gaps between brand managers and the board, including speaking to c-suite executives. They recognised that while more data is available, the long term outlook is lost, with reporting cycles for marketing performance getting shorter - leading to friction between corporate requirements and the information flow from the marketing department. A balance of short- and long-term measures.
At The Brand Strategy consultancy, we will support you with the information and marketing financial metrics you need most to get your board and finance team on-side, we will guide you to the measures that you can use ongoing to demonstrate long term value generation through your marketing brand development that impact on shareholder value, not just short-term quick wins.
A fundamental element of Eudæmonic Transformation is adding value to your business.
As a word translated from ancient Greek, there are a number of spellings commonly used, so regardless of whether you use Eudæmonic Transformation, Eudaemonic Transformation, Eudaimonic Transformation, Eudemonic Transformation or Eudmonic Transformation, it all means the same thing.