A richer brand identity is a more accurate reflection of the brand. Just as a person cannot be described in one or two words, neither can a brand. Three word taglines or an identity limited to attributes will simply not be accurate

Aaker

 

Our Process

 

STRATEGIC RESEARCH AND ANALYSIS

Vigorous research is the cornerstone of the brand development process at METCALFMURDOCK. In designing a compelling brand strategy, our research unit investigate and analyse pertinent information from multiple sources. As part of the brand research process, we would study the degree of brand awareness and value perception, the market environment within which the client operates customer feedback assessment, competitor positioning and client positioning relative to its competitors. A sound brand strategy is then constructed around the research outcome.

 

 

 

 


 

In the process of conceiving the strategy for our brand partners, we interpret and analyse the results of our research in such a manner that it allows us to identify the opportunities and future growth areas our team need to consider in creating the unique solution that will deliver powerful and enduring results.


Using our proprietary Alpha Research Methodology (ARM), we are uniquely positioned to understand the meaning and the strategic positioning of our partners? brands. In implementing the ARM process, our research team examine the following:

  1. Global and local trend analysis
  2. Macro thematic analysis
  3. Growth opportunities (current and future)
  4. Organisational analysis - Our team would evaluate factors such as the corporate culture, organisational structure, decision making frameworks within the organisation and so on.
  5. Industry analysis - involving an analysis of competitors, consumer feedback, the client's distribution model, the client?s current industry positioning and a SWOT analysis.
  6. Target Market analysis - involves understanding why customers purchase and possible tangible added value.

 

 

 

 

 

BRAND POSITIONING AND STRATEGY

In our experience, a cogent brand positioning strategy generally translates to brand loyalty and ultimately brand preference.

Therefore, brand positioning and strategy process is aimed at delivering one key result - to provide persuasive evidence, in a clear and concise manner that support the perception that our partners? brands can satisfy their customers? perceived expectations and anticipated benefits. Successfully implementing the strategy requires that we create a value fit with what our partner?s client? expectations are and subsequently meeting those expectations by creating a unique value proposition for them. Very importantly, the strategy must ensure that the brand solution is capable of delivering a tangible advantage that translates to commercial viability for our clients.

 

BRAND STRATEGY IMPLEMENTATION

Once the brand equity and architecture is established, the implementation phase is primed at executing activities that create a positively impactful outcome. This involves the implementation of design, marketing and communication activities utilising traditional or non-traditional media. Our objective here is to convey the brand message in a compelling and effective manner.

 

SUSTAINABILITY ASSESSMENT

Finally, to continually assess that brand loyalty and impact is maintained, we would periodically monitor market sentiment to see if the brand is maintaining the quality and meeting the expectations of consumers.

Bright Ideas.
Powerful Results