SYSTEM FOCUS

  Typical elements
  3 Golden Threads
  Benefits
  What is different

Typical elements in the strategic process addressed by the MarketFORENSICS™ System

• Conduct market structural analysis / establish market attractiveness
• Establish the quality of the product, or the functional and performance benefits it provides
• Identify what the consumer needs are, the benefits they seek, and a true sense of what constitutes value
• Segment the consumers into clear, viable markets and identify the most attractive segments
• Define the target market for the brand
• Establish the critical success factors for the brand within the target market
• Define the core competencies and competitive strengths of the brand
• Formulate a value proposition for the brand
• Determine the brand’s points of differentiation
• Exploit the emotional connection between brand and consumer
• Create an holistic, coherent brand experience
• Create a brand identity around the value proposition, differentiation, emotional connection and brand experience
• Design a brand positioning and communication platforms
• Distil a word / phrase / characteristic that can form the brand essence, and that the brand can own
• Communicate internally – align all aspects of the organization into building and maintaining the brand image
• Maintain brand momentum through anticipating its future relevance and fine- tuning the elements that will fuel growth

There are three golden threads running through the system – all three are measures of value:

Customer retention
Brand momentum
Business growth

There are distinct benefits to using the MarketFORENSICS™ System that provide the information basis for developing brand and market strategy – this system…

• forms the basis of a particular approach, but yields a unique, customized information base for every category
• is survey-based, so all the resulting information is “voice of the consumer”
• keeps sight of the main purpose, to deliver value through customer retention, brand momentum, business growth
• incorporates the key principle of strategic advantage, the alignment of the brand with the consumer and the market
• incorporates experiential and emotional factors affecting the brand and the market, all the way through
• includes a cause-action-effect approach measures the direct effects of strategy on brand competitiveness, loyalty and equity
• identifies the direct causes or antecedents of satisfaction, value, and momentum
• yields information at all of the important steps in the strategic process

Many research companies and service offers promise to deliver insights. Many do not even go this far. But the MarketFORENSICS™ System goes beyond insight, to strategy platforms, value propositions and strategic plans.

Key measures and variables from the system can be used for continuous or periodic tracking to support strategy management, operational alignment and implementation.