Marketing Research for Brand Strategy

The process of creating brand strategy involves knowing where a brand is, in terms of positioning, brand image, and brand messages, compared to competitive brands.
A look at Marketing research to help improve and strengthen a brand.
For more information: www.decisionanalyst.com/servi...

[@mkh8771]

Very interesting video! Thank you for sharing. I have a question and would appreciate it if you can answer. The process that you present here is a very solid clinical process which of course I do like, but its hard to imagine that it can be applicable for smaller businesses or startups as it is costly and time-taking with heavy focus on a marketing approach. Do you use this approach for big corporates that might need rebranding or merge of brands? or is it merely for consumer products and not the brand itself? Most of the brand studios and agencies take a much faster approach and the whole process of branding or rebranding can take something around 2-4 months (with exceptions). Of course research is always a part of brand strategy and brand identity design, but it is usually done in a month or so by very few people, and the focus is most on working with personas, brand personality archetypes, and iterative concept development.

[@DecisionAnalystArlington]

"The approach I propose is too expensive for most smaller companies and for many startups. In a world of perfect worlds, however, all of the proposed steps are important and, taken together, lead to much better branding solutions. True, many branding agencies and branding consultants work on a short time cycle, but most of these branding agencies and consultants rely very little on research-based or evidence-based results to drive and guide the branding work. Most pay lip-service to research, but the reality is research plays a small role in the final outcome. Or, at least, that has been our experience and observations over a few decades.

[@mkh8771]

@@DecisionAnalystArlington thank you for answering my question. 🙏🏼