Brand Strategy: A financial provider wished to create a pan European brand strategy to differentiate across Europe. Depths were conducted in 6 European countries with clients, competitors and intermediaries. A number of territories were created in workshops and explored in research together with current client and competitor brand perceptions. Using the Illuminas brand engineering model we created a pan European brand template defining the positioning, essence and values.
Campaign Effectiveness: A recent advertising campaign for a major bank required evaluation; to assess if there was a shift in perceptions and consideration among customers and potential customers. Measures included channel recall and effectiveness, image and strapline recall and brand linkage, press ad recall and memorability. Recommendations focused on key measures, channel strategy and guidance on improving brand linkage and recall. Click here to read more…
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