3530 Ashford Dunwoody Rd, #172, Atlanta, Georgia 30319     404-218-4117      info@brandillumination.com

did you know?
That Tim Halloran teaches both Brand Management and New Product Lab at Emory’s Goizueta Business School?

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Case Studies of Brand Strategies in Action

Target Consumer Prescription Case

International Theatre
A performing arts facility in a major US market was looking to understand the attendees of a performing arts series that featured acts from around the world. The facility was looking to understand the type of relationship existing patrons had with the series and how to introduce the series to additional patrons. Brand Illumination utilized our Target Consumer Prescription process to understand the needs, personality, and attitudes of the consumer that frequented the events. We were also able to discover the type of consumers that the theatre should try to meet, and the best ways to make their acquaintance. Our recommendation was adopted and implemented in the series ongoing customer recruitment initiatives.

 

Brand Therapy Case

Tools Designed For Women?
A multi-million dollar tool company had developed a line of tools that were specifically designed for female tool users. The tools were specifically designed for a woman’s hands and arm strength. The firm wanted to develop a brand that would engage female tool users in a long term relationship so that the target consumer would become loyal to the brand. Brand Illumination instituted our “Brand Enlightenment” therapy process and put the product on the couch! We used our learning to identify a target consumer that would be most amenable to a tool brand relationship, developed a core message that would be compelling to her, and developed a brand personality and character that would encourage her to engage in a relationship. The result was strong consumer acceptance in out of the park brand preference scores across all measures. The strong potential for the relationship, as evidenced by strong consumer feedback was used as a background to brand sell in to major retail outlets.

 

 HOW TO RUIN YOUR BRAND IN 4 EASY STEPS

1. "We'll make it up in volume"

Well, no, you won't. Volume helps absorb fixed costs, but low margin is low margin. It dilutes your entire financial picture, it infuriates your CFO or banker, and it generally fails.

 

2. "They did what?!"

Marketing strategy, at its core, is concerned with only one question: How will we win? And to develop a winning strategy, you need to understand your competition. If the competition does something you haven't considered, you need to up your game. Surprises happen, but unimagined surprises shouldn't.

 

3. "I am a rock, I am a silo"

Repeat after me: island bad, continent good. One of the fundamental hallmarks of successful companies and a key building block for successful marketing careers is a predisposition to initiate and engage in powerful, real-time, constant conversations.

4."What's wrong? What isn't!"

In my experience, marketers tend to be chipper, but we've also been known to be melodramatic at times.

Have you allowed angst to overwhelm you, giving way to a bad attitude? Negativity can undermine companies and careers.

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