Client Name

Building  Innova-on    on  a  Founda-on    of  Best  Prac-ce  

CREATIVE RESEARCH STRATEGY

Silos in the Traditional Paradigm

Position Your Company Above Your Competitors

Integrated New Paradigm

CREATIVE STRATEGY RESEARCH + +

Brand Positioning theory states that it doesn’t matter what customers think of you, it only matters what they think of you relative to their other choices. The Brand MRI reveals your companies position by identifying the intersection of three factors: •  Attributes of excellence •  Competitive advantage •  High customer value

Brand Positioning

Behavioral Economics integrates psychology with economic theory, and contributes insights to the Brand MRI, including:

•  People don’t make purely rational decisions. Our purchasing decisions are limited by the information and time available, and we often make decisions based on approximate rules of thumb and life experiences.

•  Emotions influence purchase decisions more than people realize or are willing to admit. We often make decisions based on subjective benefits, and while these factors may not be rational, they are predictable.

Behavioral Economics

Customer Action, not Opinion:

We design survey questions that will elicit behavioral reactions rather than opinions. When people are asked for their opinion, they filter and adjust their response until it matches what they believe is the 'right' answer. Our process prevents this filtering and better elicits the preferences that influence purchasing.

Behavioral Economics

         

Proprietary Innovative Analytics

What  innova-ng  from  a  founda-on  of  Best  Prac-ce  has  done  for  two  of  our  clients…  

         

•  4 divisions •  3 vertical units

•  No identity We have a solution for that

         

A Process With A Purpose

What is the best position for a company to own to grow market share?

Position: •  Strongest Local Bank

Growth:

•  800 million to 2 billion •  New market expansion •  Prepping for NASDAQ listing

The  Brand  MRI  Process  

1.  Market Research •  Internal: Leadership Interviews/Focus Group •  External: Digital Survey

2.  Strategic Analysis •  Data Analysis and Interpretation •  Development of Position

3.  Creative Direction •  Creative prototypes aligned to positioning •  Comprehensive Brand MRI report

Three Step Process

         

The Focus Group identifies and prioritizes corporate Attributes that are valued in your industry and market.

Market Research Focus Group

         

The Focus Group concludes with the Competitive Rating Module, which identifies the attributes most valued in your industry, and in which your company most excels.

Market Research Focus Group

         

Market Research Digital Survey

=IF(C21=1,20,IF

(C21=2,18,IF

(C21=3,16,IF

(C21=4,  

Prodigal’s proprietary process uses weighted formulas to synthesize the preferences of multiple survey groups into a coherent view of your brand.

Strategic Analysis

         

Strategic Analysis Positioning

We provide concrete creative executions that reflect both market research and the strategic position

Creative Direction

As Part of the BRAND MRI, each client receives: Logo Design Implications and Tagline Assessment – Designed directions for potential logo revisions, as well as rough and polished tagline possibilities.

Creative Direction

As Part of the BRAND MRI, clients receives creative prototypes:

Prototypes can include:

•  Direct mail pieces •  Scripts/Storyboards •  Billboards •  Website design •  Flash animation

•  Trade publication ads •  Mission and values

statements •  Sales messaging •  “Elevator” pitches

Creative Direction

Creative Direction Strategic Communications

POSITION: “Affordable Customized Document Imaging”

Creative Direction Direct Mail Piece

Creative Direction Print Advertisements

POSITION: “The Valley’s Most Respected Source for Customized Training for Individuals and Businesses”

Creative Direction Direct Mail Piece

We bring customized training and instructors to your locations —

how refreshing!

Creative Direction Brochures

Creative Direction Internal Communication

POSITION: “Where Madison County Patients Come First”

All BRAND MRI elements—Research, Strategy, and Creative—are summarized in a Comprehensive Brand MRI Report. The report is presented in person and in a bound 4 Color 11” x 17” book.

This report becomes the blueprint for advancing your brand.

Brand MRI Report

What will the Brand MRI do for you?