Understanding the market from the consumer’s point of view will give key insights into the brand strategy. With a deep market understanding, we develop positioning factors that the consumer uses both consciously and subconsciously when faced with the decision: “What product will I choose?” We develop a comprehensive competitive analysis based on these positioning factors in order to better understand the market.
Understanding your brand from its inherent product benefits, consumer benefits perception, and potential is essential to move the brand forward. Garrison Group’s propriety tool ‒ the Orbiter ‒ is an essential part of this process, combining practical input from the entire organization with factual research.
Each industry and category has unique need states. These can be used to map consumers and competitors, and even uncover potential new unmet areas. Over the years Garrison Group has uncovered need states for a range of categories and developed methodologies for discovering need states in new categories.
Over the years we have developed segmentations for regions, countries, and industries all over Europe. Segmentation is always based on science and through detailed analysis we provide a deep understanding of the consumer that is practical and can be implemented by the entire organization and by external partners.
The progress and development of the human being from aged 2 to 18 are intense. Not only do we develop, but already at this early age we develop brand preferences that will follow us our entire life. Our iPlay Children segmentation (2‒11 years) and our iAm Teenage segmentation (12‒18 years) will accelerate all your marketing efforts in the younger life stage.
For years B2B marketing has been lagging behind consumer marketing. Often category and demography segmentation have narrowed the potential to find deep and meaningful insights to be used in brand strategies and creative execution. Garrison Group has developed a proprietary methodology where we provide some of the largest industrial companies in the world with a deep Business segmentation that takes in the business person and their culture in a 360-degree view. This helps enormously in strategic targeting, brand strategy, and salesforce implementation.
Through the Garrison Group methodology it can be mathematically calculated what target to focus on, giving both desired consumption and influencing through the population. The calculations are based on a large set of inputs ranging from category data, general consumption data, lifestyle statements, media usage, and aspirational value in the market.
The Garrison Group methodology to develop a brand strategy is currently the solution being used by some of the leading companies in the world. Our use of tension points, motivations, and benefits coming together into a Motivational Hierarchy will make the brand strategy focused and actionable internally and externally.
Both people and the companies they work for often intend to make the world a better place. This desire to have a positive social and environmental impact is growing and in many cases it is also turning out to be good business as consumers are increasingly becoming more loyal to those companies and brands that contribute to the greater good. The Brand Halo is a methodology that seeks to link the brand’s character and values to its functional and emotional benefits, thereby increasing the overall appeal of the brand over both the short and the long term. The result is a social responsibility strategy that can be enthusiastically supported by all stakeholders – the community, employees, and consumers.
Much advertising today interrupts the consumer when they really do not want to be disturbed. In order to have more involved and engaged communications with your target you need to know more of who they are and how they live their lives. In touch-point communications we go deep into the designated segment. We analyze their entire day to find which message will be the most powerful at what point of the day through which media. The result is a more efficiently spent media budget with better results and happier consumers.
Brand creative execution
The time when you hand over the brand strategy to creative execution is a crucial step in bringing the strategy to life. Together with the client, we help brief the agency and train them in the insights of the high-value targets and brand strategy. When the creative agency delivers creative ideas, we help you, the client, to evaluate them in terms of strategy and cost efficiency.
Marketing applications/Trade marketing
Today’s marketing knowledge and technology enable the company to utilize some very interesting marketing applications as part of its brand strategy. These include Loyalty Programs, Sales Toolboxes, Personal Development Programs, and Employee Brand Marketing Programs. From the brand strategy and market conditions, Garrison Group has developed both generic and tailor-made products to be used to increase the revenue stream through such applications.
Exceptional marketing strategies are not something that can simply be put into a PowerPoint or written down in a book. They are something that has to be embraced and supported throughout an organization. They have to come alive and grow. Exponential marketing achieves exponential results not only because it is built on a more consumer-centric brand strategy which is in turn built on stronger insights, but because it seeks to expand the concept of creating, delivering, and communicating brand value throughout the organization. Performance alignment is the process we use throughout both the strategy development phase and the implementation phase. It captures the input and support of the different functions in the business system that affect the consumer experience in ways big and small.
Every action an employee does creates an effect somehow on the consumer’s brand experience. The Butterfly Effect process seeks to understand the contributing role of every function and the people who perform that function so that we can thereby ensure those individuals know the impact they have on the success of the business, but also to ensure that management also understands and appreciates that contributing role.
Marketing workshops and seminars
With an international and local knowledge of marketing issues, Garrison Group provides up-to-date workshops and seminars where the participants get the knowledge they can use the next day at work. These workshops and seminars are either theme-based or tailor-made to the challenge in question. Examples of workshops are:
– Brand acceleration
– From understanding to really knowing your consumer
Garrison Group provides transformational marketing direction and strategic support for senior company management. We will be your strategic advisor and/or discussion partner on the challenges in your business, both strategic and tactical. Our experience comes from supporting private business managers and senior governmental officials.
Marketing Department outsourcing
Companies today are very diverse in how they build their marketing competencies. Some have full-scale in-house departments while some seek a fusion with in-house and external assistance. Others, still, rely totally on external help. With our crew of consultants and their specific knowledge we can tailor solutions for corporations, organizations, and private equity companies.
Inspired strategy retreats in New Hampshire
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With over 30 years in experience across a range of marketing, business development, sales, market research and customer relationship management roles in global companies (Hewlett-Packard, Samsung and Microsoft) doing business in Europe, US, Latin America and Asia, I find that I get to fully leverage that experience in B2B and B2C consulting projects at Garrison Group while I stay refreshed teaching at the Sales Business School in Madrid.