Building & maintaining the brand
Driving growth through creating customer value by helping businesses anticipate, create and deliver products and services that consumers and customers need and want.
We help to answer the key questions that drive any business and need to develop optimum communication of core brand values
How can you optimize your USP and what is the value proposition?
What is the competitive position?
What are the potential threats at launch?
What communication strategy and tactics should the company be using with the different customer groups?
What are the market, brand long-term forecasts?
What are the benchmarks that need to be monitored for launch?
Insight
Generation
Value
Proposition
Device
Testing
Positioning
Research
Visual and
message testing
Building the brand starts at the concept evaluation and proof of principle stage and ends with targeted communication pieces focused on unmet need.
Product positioning against competitors is key to changing minds of your customers and to reinforce your brand and its values. You need to drive how customers think and remember about your proposition. We work with clients and their creative agencies to develop and test campaign concepts and campaign messages. We use different techniques to evaluate all aspects of a communication campaign and identify appropriate communication of
We help businesses to:
1. Generate, develop and explore the appeal of alternative positioning platforms and branding execution in order to define the optimal brand position / branding
2. Develop the brand identity and values
- The key objective here is to explore the verbal and visual imagery associated with the disease with regard to characteristics of the condition, impact on managing the disease on the physician and impact of the disease on the patient.
- We explore core values associated with the disease and existing treatment approaches and identify the core values associated with the product proposition itself
3. Check core messages to support the brand and develop optimum communication of core brand values / promise
- Global brand imagery
- Descriptors and terminology
- Appeal
- Distinctiveness
- Preference
- Fit with disease and brand values
- Performance Vs communication objectives
Patient Journey
Understanding a patient journey…
“following a patient from the point of entry into a healthcare system that is triggered by an illness until they are discharged from hospital to their home, care home, hospice or due to death…”
can be the building block from which a business understands where their produce/device/ service is likely to fit. Understanding this journey not only from the patient perspective but also different stakeholder perspectives and their interactions with the patient (physician, nurse, pharmacist, pathologist etc…) will determine:
– Unmet needs and challenges being faced at each stage by patients and other core stakeholders
Identifies your core customer group
– Touchpoints for your brand where there may be additional opportunities to influence uptake
– Brand positioning
– Messaging for key customer segments.
Performance Accelerator
Performance Accelerator ™ enables Zebra26 to diagnose problems and surface opportunities to tweak current activities in order to maximize sales on behalf of clients.
Brand Maintenance
It is through the consistent delivery of brand benefits, values and experiences that organisations create value for their customers. By truly understanding markets and customers and the drivers to their success, the more growth the business will see.
Post launch brand tracking
It is important to identify awareness prior to launch and monitor key product constants for post launch tracking. Businesses need to continue to clarify the optimal product positioning and brand building that will maximise the product opportunity by measuring the impact of alternative options on propensity to use and likely product uptake.
The areas of focus would be:
- Position testing
- Checking the messages and recommending changes where appropriate
- Monitoring any key impacts on product uptake against measurable parameters
- Assessing compliance by observation of end-user ability to use a device as intended
- Confirmation of key arguments and areas of non-resonance
- Refinement of communication messages where appropriate
Customer experience / end-user journey
Have you defined the customer experience journey with your product / device / service from beginning to end?
Do you know the key brand touch points and opportunities for each of your customer / end-user target groups?
How positive is their experience and have you identified any ‘hotpots’ that need attention or areas where company can add additional value?
In order to keep ahead of the competition businesses need to understand customer needs before, during and after an interaction linked to your product/device/service. Understanding a customer journey will give companies a deeper understanding of addressable customer needs and inform how business can help their customers through the journey. By defining and mapping the customer experiences we are able to identify the areas of opportunity where additional value can be added and then develop the necessary improvements.
What our clients say about us...
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Managing Director / Takeda
Contact Us
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