WHITEPAPER
OPTIMISE YOUR BRAND AND
MARKETING STRATEGY WITH
BRANDPOINT
INTRODUCTION
Do you know how your brand is perceived among your core customers? Or why consumers are
choosing your products over a competitor’s (or vice versa)? Is your current brand positioning aligned
with what people really care about?
These are questions that all brands want to answer in order to develop a strong brand strategy.
In addition, many companies use data to help them tailor their brand positioning and create
messaging and advertisements that have the greatest appeal to target audiences. But you may
have access to so much data that you are drowning in information.
The challenge you now face is collecting the right data and leveraging it correctly to identify the
key drivers behind consumer behaviour.
This is exactly how a proven business intelligence solution like Pointlogic Brandpoint can help
you. By using the latest analytics techniques on respondent-level data in combination with userfriendly software, Brandpoint helps you to identify the best brand positioning and messaging
opportunities.
FINDING THE
HOW BRANDPOINT
RIGHT BRAND
STRATEGY
CAN HELP
It’s no secret that digital technologies have
revolutionised the way brands and consumers
interact. These changes have increased pressure
on marketers and made companies more
accountable for their branding missteps, but
they also mean that organisations can engage
with consumers in more meaningful ways.
Taking advantage of these opportunities
is easier said than done, of course.
Identifying a
brand
message
that
resonates with your target consumers
requires a comprehensive understanding of
their motivations, preferences and barriers to
purchase.
Making the wrong brand decisions can be
a costly mistake, potentially dooming a
marketing campaign to failure regardless of
the quality of execution. Potential advocates
of your brand can quickly become vocal
detractors on social media platforms if your
advertising misses the mark, resulting in a
damaged reputation and wasted marketing
budgets.
Pointlogic can help you tackle these problems
using our unique approach. Our industryleading Brandpoint solution provides an
integrated framework to diagnose your
brand’s health, determine how to drive
positive impact and prioritise marketing
activities based on ROI for stronger brand
strategies and sustainable growth.
We use a sophisticated combination of
survey data and advanced mathematical
models to uncover the key functional
and emotional drivers that influence
consumer
preferences
and
buying
behaviour. These insights are delivered
in a user-friendly software platform that
not only conveys the research insights
but also offers a simulator where you
can experiment with the modelling
results to see how different scenarios
would affect your brand KPIs.
Let’s delve a little deeper into each of
these areas (research, analytics and software)
to see how Brandpoint brings a new level of
insight to brand position decision-making.
DIVING INTO THE DATA
Your company probably collects a considerable amount of brand health data to help you understand
where your products and services are currently positioned in the market. This information is meant
to give you an idea of how people perceive your brand and the ways in which it compares
to competitors, but are you currently gaining maximum insight from your data?
Brandpoint utilises data from multiple sources, including brand health-tracking studies,
interviews with clients and mystery shopping initiatives, among others. We can also help you
set up new surveys if there are any gaps in your current datasets, and Brandpoint can be
tailored to focus on your particular brands, KPIs and drivers.
Furthermore, our approach doesn’t just cover products and services; we can also analyse an
individual’s experience, such as attendance at a sporting event, to understand what factors have the
most influence on their satisfaction of the event.
The research provides the raw inputs for the modelling process, which is where you’ll learn more
about the key drivers and barriers that are essential to optimising your brand strategy.
ADVANCED ANALYTICS AND MODELLING
Brandpoint uses hierarchical Bayesian techniques to work your data more efficiently, enabling you
to quantify the impact of different brand attributes on consumer behaviour.
The solution analyses functional benefits, including cost and quality, as well as more emotional
responses, such as how using a product makes people feel. We combine these objective
and subjective elements with brand personalities within your category to create customised
models that fit and explain consumer behaviour for your unique category.
Bayesian modelling mines more value from the data by offering granular insights at the
respondent-level. You can break down the results into various consumer segments and see the
impact of different drivers on specific groups, helping you create more targeted branding
initiatives. For example, we learned for a Telecom brand that for younger targets price was a
much more dominant factor while for older targets it was all about customer service.
In other words, you can see how important each brand attribute is to your customers, whether
you’re categorising them by age, income, gender or a range of other socio-demographic or
behavioural factors. These insights enable you to segment and define targets, prioritise and value
customer stage journeys and identify the potential of messaging strategies to support key brand
decision-making processes.
SIMULATION SOFTWARE
Our flexible software delivers the research and analytics results in an accessible, user-friendly
format. Brandpoint offers an Insights section, which displays the research in a way that makes it
very easy for you to create valuable insights. You can drill down into audiences, rank brand
attributes and compare your brand against competitors, all in an extremely user friendly and visual
way. You can also export your created insights to other tools like PowerPoint and Excel in order to
present the relevant insights to key stakeholders.
Brandpoint’s Simulation feature is where the real value is created. Our mathematical
models are integrated into an intuitive scenarios function that allows you to create
hypothetical brand offerings that focus on different attributes and audiences. You can simulate
the results and see what impact alternative branding approaches would have on your KPIs.
How much would decreasing the price increase a consumer’s likelihood to purchase? Would
focusing on washing on low temperatures for laundry detergent increase brand consideration?
What impact would making your service more ‘fun’ have on consumer advocacy? These are just
some of the challenges that Brandpoint is designed to solve.
BRANDPOINT BENEFITS AT A GLANCE
Here are several ways in which you can boost your brand performance using Brandpoint:
• Identify key choice drivers in a category
• Optimise brand strategy decisions, such as
whether to focus on core strengths or target
new areas
• Identify differences in driver relevance
between consumer segments
• Enhance consumer journey clarity and focus
• Maximise messaging effectiveness
• Quantify the importance of product
attributes
• Improve creative material
BRAND OWNER ADVANTAGES
AGENCY ADVANTAGES
• Achieve a better understanding of the
competitive landscape
• Create a shared vision between stakeholders
• Strengthen brand-building capabilities
• Receive clearer briefs
• Deliver better marketing budget
performance
• Become more involved in the briefing
process
• Increase market share and reduce
vulnerability
• Add strategic elements to offer a
comprehensive service
• Outperform competitors
• Improve agency briefings
• Win more pitches by creating added value
for your clients
• Gain greater control over the work
provided by agencies
• Boost client retention
• Explore new revenue opportunities
CONCLUSION
Brands are generating more data than ever before, but this wealth of information can go to waste
without access to the right analytics and software tools.
Finding the best way to position your brand in today’s increasingly competitive marketing landscape
requires a deep understanding of the motivations and barriers your consumers face on the path to
purchase.
Brandpoint helps you see how your brand is currently perceived, as well as what key functional
and emotional drivers have the biggest impact on the KPIs for your brand.
Utilising comprehensive research, the latest Bayesian modelling techniques and simulationbased software functionality, Brandpoint enables you to develop the best brand strategies for
your target audiences.
If you’d like to know more about Brandpoint, please don’t hesitate to get in touch.
MARCEL VAN DER KOOI
EVP Global Business
+31 10 281 60 60
[email protected]
www.pointlogic.com