Services

Brand Strategy

What’s Being Asked of 21st Century Brands

We live in times of extraordinary change, and through it all, brand remains the foundation of enterprise marketing. But the challenge of cultivating resilient brands has never been greater. Consumer expectations about the character and performance of brands, and the role they play as carriers of cultural and community values, have set standards that are hard to meet. Brands are no longer just trusted commercial emblems; they are social institutions.

Consumers want brands to be both disruptive innovators and sources of stability— to take them places
and to be what they come home to.

Delivering On the Promise

With a tall order like that, the indispensable ingredient is brand trust. Clarity and authenticity are critical requirements of contemporary brands. Brand stewards need to understand what their brand means to consumers and how to deliver on that promise. Great brands must be great listeners who pay close attention to cultural trends and generational differences. That means the flow of insights needs to be uninterrupted and exceptionally well-tuned. And they need to have a set of metrics that can be relied on to give them precise bearings. At NAXION, we have successfully demonstrated that NPS drives meaningful business outcomes but there is no single metric that does it all for every brand, and no point in watching scores if you don’t understand what’s driving them. Measuring NPS or whatever North Star guides your strategy is just the starting point for diagnostics that create deep and enduring relationships between consumers and brands.

Wellness Strategies for the Life of Your Brand

NAXION has worked with some of the world’s most trusted B2C and B2B brands to help them shape their brand promise and deliver reliably against it. We work both programmatically and on an ad hoc basis to produce insights that keep brands resilient and restore them to health when they are at risk.

We have a comprehensive tool kit for enhancing brand value throughout the lifecycle, and extensive experience applying and adapting those tools to fit unique challenges:

  • Highly effective use of qualitative and ethnographic techniques to elicit deep brand impressions and connections
  • Best-in-class brand tracking programs to measure performance and reputation
  • Advanced driver analysis to understand what connects consumers to brands and how impressions and feelings propel actions
  • A framework for identifying expansion strategies based on equities and opportunities
  • Segmentation tools, designed to connect brands with engageable customers through targeted offerings and communications

Here are some of the things we’ve helped our clients accomplish:

Create brand value and stake a well-defined market position

Help clients use NPS as an effective predictive tool

Monitor and enhance brand performance (wellness and reputational resilience)

Rethink all their North Star metrics to fully align with strategy

Build brand relevance and customer commitment

Measure drivers of brand choice and changes in KPIs

Find target segments and engage with relevant new ones

Position and map extension opportunities

Defend against brand dilution and deceptive advertising

Develop and validate a meaningful advertising claims strategy