Market analysis
Effective branding comes down to setting the right goals and measuring results. In collaboration with Substance Marketing, we offer a unique analytical tool that connects your market’s perception of your brand with actual sales. It’s called the Pyramid Brand Potential Analysis™ and was developed by brand researchers Johan Anselmsson and Niklas Bondesson of Lund University.
The method builds on the latest findings from research on ”Brand Equity”, which deals with how businesses earn money by building brand perception. Over the course of four years, Johan and Niklas researched
how Brand Equity is created and how to measure it. Based on this research, the Pyramid Brand Potential Analysis™ has already helped several international brands gain valuable new insights.
The Pyramid Brand Potential Analysis™ can be applied at various levels – by entire company or an individual product, nationally or globally. It indicates where branding efforts should be focused in order to attract more customers, sell more products (volume premium) and earn more from each sale (price premium). In other words, the results reveal how your brand drives sales – and what specific brand promise will generate the greatest returns (e.g. in revenue, profitability, growth or goodwill).
Applying the Pyramid Brand Potential Analysis™ to your business is no more expensive, time-consuming or complicated than conventional research methods. At heart, the point isn’t to measure more often or ask more questions, but to sharpen your focus on what really matters: sales.
Marketing strategy
The marketing and communication aspects of strategy questions are Pyramid's areas of expertise. We help companies become more competitive by supporting accurate segmentation, differentiation, positioning and branding.
Segmentation asks who your customers are. By accurately identifying the market segments that you and your products are best suited to serve, you can adapt resources and activities to best fulfill these segments' needs.
Differentiation asks what makes you the customers' best choice. What aspects of your offering clearly set you ahead of the competition? Today it is often not just the physical product, but rather what is 'behind' it – complete solutions, support and guarantees, competence transfer, logistics and financing. Knowing what this is helps us to set and remember operational priorities.
Positioning asks what makes you best in the customers' eyes. Positioning defines the foundation for the company's communicaton strategy, and successful positioning builds on clearly communicated benefits that reinforce customer preferences and give you top-of-mind status. All communication should support your identified position, and that position should be reflected in your product development, customer service, pricing, etc.
Branding asks what the customer expects of the company or product. From the company's perspective, branding is the integration of all the promises you make to the market and, more specifically, the way you live up to them.
Communication and creative concepts
Creating competitive advantage through better, more effective communication is Pyramid's core business.
To succeed in a competitive business environment, companies must regard marketing communication as one of their most important strategic tools. Operating in a global market, it is important that communication in each regional or national market supports the same image and perceived values. It must build on the company's business strategy and core values, communicating a clear and believable promise. With one face to the market, and a coordinated promise, the company's communication will create a momentum that secures the highly desirable top-of-mind position. This is essential when a prospective customer reaches the critical point of actually wanting a solution that answers his or her needs.
Creative concepts
Communication must touch the receivers' emotions as well as their intellects. This places demands on the creative communication concept that we develop and the target group-adapted creative idea that makes a product, service or brand easy to understand and like. The concept is then used in all contexts where customers and potential customers meet the brand and makes communication consistent through all channels.
There are at least three fundamental aspects to consider when developing a communications platform, and all are equally important:
- Cognitive – "I know"
preferences based on facts about and understanding of what is offered and who is offering it
- Motivational – "I want"
preferences built around personal needs and priorities
- Emotional – "I feel"
preferences framed by personal feelings and ethical attitudes
A successful communication platform considers and incorporates all of these aspects. To some extent, the product and target customer determine which one weighs heaviest in the buying process, but it is important to note that the emotional aspect often has a far greater weight than one might first assume. Quite simply, people prefer to do business with the companies and people they like best.
Översättningsresultat
Översättningsresultat
Communication must touch the receivers' emotions as well as their intellects. This places demands on the creative communication concept that we develop and the target group-adapted creative idea that makes a product, service or brand easy to understand and like. The concept is then used in all contexts where customers and potential customers meet the brand and makes communication consistent through all channels.
Översättningsresultat
Översättningsresultat
Communication must touch the receivers' emotions as well as their intellects. This places demands on the creative communication concept that we develop and the target group-adapted creative idea that makes a product, service or brand easy to understand and like. The concept is then used in all contexts where customers and potential customers meet the brand and makes communication consistent through all channels.
Corporate identity
Corporate identity refers to the way a company conveys an image of how it wants to be perceived by means of its behavior, communication and graphical identity. In today’s highly competitive world, where products are more and more similar, corporate identity is becoming an increasingly important way of differentiating companies and informing the added value of their products.
The brand platform and brand promise that summarize how we want customers to see us need to be visualized in a strong and uniform way. This is sometimes done through a new logotype and graphical profile, but it can just as well be a matter of unique product labeling and packaging.
Digital channels
Pyramid has extensive experience with digital media. In 1993 we developed our first digital communication solution for Ericsson and the following year our first website for SAS. Today, digital communication channels are an obvious part of the communication mix. In the purchase process, customers expect to encounter the same company, and the same communication, regardless of the channel through which information is sought. In many cases, a first contact is created through digital campaigns and in the next step the customer goes to the website to read more, test the product, ask for a quote, etc. Today, it is a must to be digitally representative in order to support the customer journey and the selection process via its digital channels.
The possibilities of digital channels have evolved to become a global business platform. The technology is becoming more and more complex which requires specialist knowledge for basic setup and activation, while both marketing skills and strategic thinking are required to take advantage of the new business opportunities.
Pyramid helps with strategy, implementation and coordination for a successful outcome.
PR and events
In the battle for attention and recognition, every marketing tool is permissible. One of the best, but least utilized, is PR – where you create an active dialogue with decision influencers in the marketplace to help establish the brand, the company or its representatives as a source of attractive expertise. Used right, it not only creates a stamp of credibility, but also generates an information 'pull' from the marketplace that underwrites creation of essentially free publicity.
Pyramid works with the entire PR process, from communication strategy to creation and follow-up.