Brand Innovation Realized transforms your brand into a dynamic, relevant asset,
then directs it with purpose and creativity to a position of preference in your markets. It requires a new way of thinking and the courage and commitment by executive management to seek real and positive change.
A brand that goes through this transformation will thrive today, because it is current and relevant, and grow tomorrow because it anticipates and embraces the future.
Through active participation, meaningful dialogue and creative connections it will build value with customers and consumers.
With knowledge and authority it will have the power to challenge markets and confront competitors with a new, vital energy. Its confidence will be envied.
A rigorous examination of your brand and the world it engages—the challenges, constraints and latent potential—leads to knowledge (power) and insights (opportunity) that fuel brand innovation. So, in our initial discovery and definition phase, we completely immerse ourselves in your brand. Every constituent and connect-point where the brand has influence is considered. We live your brand with you, exploring and analyzing what we find.
Through this new-found empathy for all participants in your brand, innovation becomes possible as the true pillars of your brand are defined. From there, BOLTgroup develops the strategic foundation that guides the design and development for how the brand will now express itself to the market.
As this is documented and then deployed, you will see your Brand Innovation Realized in words, ideas and images; in concepts and visual development, in products and solutions; in service and support; in connections and conversations; and in the very way you do business in each and every market.
All brands require ongoing attention, but we’ve identified specific symptoms that make certain brands ideal candidates for Brand Innovation Realized.
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Brands at retail that are being compromised by private label.
Some brands have already become victims of retail private label. Some are currently seeing their shelf presence eroded. Some are being pressured to supply to the retailers’ private brand. Some are still avoiding the pressure, or have their head in the sand.
There is a tipping point where a brand starts to lose relevance inside the retail space. This is the point at which a much more fierce battle must ensue to protect its territory, but it’s not necessarily too late. (A. Hunter Fan Box Packaging)
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Brands that are having their core categories invaded by new, innovative competitors.
An upstart has invaded your space and your customers like it. They’re saying, “It will keep you honest” or “It’s another choice for our customers.” But you know this new player has done something different. They’ve brought some neat innovation, some user benefit, some intuitive ah-ha! Your CEO is saying, “Why didn’t we think of that?” So what do you do now? (B. David Donahue Logo)
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Brands that have become confused or diluted through merger / acquisition.
This one sneaks up on most companies. After all, you’ve been successful, you’ve acquired companies to fuel your growth, or you’ve merged to gain incredible efficiencies and leverage core competencies. All the strategic business reasons were there. You’ve gained access to new markets—more growth is in your future.
But something is wrong. Your customers are not sure who you are any more. They think “Who are we dealing with?” or “What’s the difference between this product line and that product line?” Worse yet, they post their grievances on Facebook.
What happened? It’s likely that in all the due diligence, no one had a real understanding about the true brand equity, meaning, and perception of the brand among consumers. No one thought through how the union of those diverse entities could most effectively be handled to create authentic brand value and preference across all existing and potential markets. It’s time to take stock. But where do you start? (C. Petmate Logo)
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Brands that have been dormant, quiet, or even neglected over the past few years.
It’s been a tough ride for most companies over the past several years. Waiting out the storm. Not making any big push. Gauging economic conditions and shoring up resources.
Two areas were particularly reigned in—product development and marketing. Core brand-building budgets were cut. Executives in the C-suite challenged marketing departments to achieve greater results with fewer dollars. And a lack of experience and depth in brand strategy produced tactical focus and fragmented goals.
So now your brand is…where? What does it mean? What value does it inherently hold in the mind of the market? How can you make it meaningful again? (D. Candle Lamp Logo)
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Brands that have achieved success, but where growth has flat-lined, and they are not realizing their full potential.
When was the last time you took a deep, critical, analytic view of your brand? How recently have you evaluated your brand against customer and consumer perception, or against the brands you compete with every day? Do you know the importance of your brand (and your products) compared to the importance of other categories that compete for your consumer dollars?
Understanding and analyzing your brand in relation to other key market forces is vital for building a comprehensive brand strategy that helps you achieve your corporate goals. BOLTgroup starts with data that’s meaningful, then uses its analysis to develop powerful, competitive brand strategies. (E. Arnold Palmer Silhouette Logo)
