A great business has a compelling purpose and delivers that purpose consistently across every touchpoint. Our approach defines that purpose by understanding your business strategy and aligning your Vision, Mission & Values with your brand(s).
Our immersion phase starts by understanding your ambition and business strategy. We review your competitive landscape, identify industry preference drivers, get insights from customer journeys and look outside your category for best practice case studies.
Tangible use our proprietary frameworks to develop positioning hypotheses through our Brand Pillars Framework™, Brand Values Framework™ and our Brand Personality Framework™. For each hypothesis, Tangible develops relevant business and brand implications, which are then tested with customers, internal stakeholders and other relevant external stakeholders.
Tangible leverage multiple market research methodologies including; FGD’s, 1-to-1 interviews, Customer Exits Polls and Online Research. Our proprietary research platform (Qualtrics) allows us to runs online research quickly and cost effectively. By working in tandem with market research partners we can run the screeners or conduct specific in-market research in local languages when required.
As Tangible model and test visual and verbal stimulus, our research phase goes beyond understanding current perceptions of your brand and preference drivers to identifying solutions that are most appealing to different stakeholder groups.
We give clients rich insights into their market environment, customer demographics and psychographics, preference drivers, positioning and personality options, as well as, insights on channels, products, services & features of their offer, together with price expectations.
Our Brand Alignment Workshop™ ensures senior management are aligned behind the strategic direction of the brand and ready to deliver. This includes new initiatives, internal alignment and business implications. Many of the initiatives will have been tested during the research phase, providing management with customer insights on the appeal of those ideas.
After the Brand Alignment Workshop™, Tangible documents the Brand Promise and Brand Purpose Statement, the selected Brand Values and Brand Personality. We also review key delivery implications for further discussion.