SYSTEM ENGINE

priciple 1 | priciple 2 | priciple 3 | priciple 4 | priciple 5

The MarketFORENSICS System™ makes a comprehensive analysis of the brand’s current and potential position within its environment.

This approach is made up of FIVE key elements:

• The brand itself (and its identity), as it is projected into the market
  
• Consumers, in terms of their relationship with the brand
  
• Economic and market forces, and their impact on the brand and consumer
  
• The choice scenario, where these three elements come together
  
• The brand’s ability to capitalize on all of these, grow value and secure its future

The MarketFORENSICS System™ includes certain governing themes, or principles, that help to bring out strategic insights at every step of the way, and which are often neglected or under-utilized in the planning process. These principles form the engine that drives the whole system.

The FIVE principles that make up the engine of the system are:

Priciple 1: Going beyond brand equity to strategic advantage.

Strategic advantage occurs when the brand, the consumer and the market fit together in the best possible way. The better the fit, the greater the strategic advantage.


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Priciple 2: Positive consumer experiences lead to positive consumer perceptions about the brand.

Experiences take place through the senses. It is important for the marketer to shape the consumer's sensory experience, to gain a better perception of the brand.

Principle 3: Emotion is the strongest companion to experience.

When consumers experience a product they first react through their feelings and then through their thoughts. This is because emotional decisions occur far more quickly than rational decisions. Therefore experiences and emotions are strongly tied together.

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Principle 4: Choice is the epicenter of marketing.

The ultimate test for the marketer is whether the consumer chooses the brand, or not. Understanding how and why choices are made is the hub of the MarketFORENSICS approach.