Insights

Comprehensive
brand analysis

Some of our most significant insights result from finding connections and patterns across diverse data sets. 

In this final step in our discovery process, we sift through all the information available to us in pursuit of the big picture, searching for the game-changing insights that will form the foundation of our brand strategies.

Our analytical approach

We approach the data with an open mind and skeptical eyes and ears. Were resolutely empirical. We follow the evidence.

We dont try to force what we see and hear into a convenient narrative or a philosophical framework.

We stick to the facts, but we avoid taking everything we see or hear at face value. We know people dont always say exactly what they mean or mean what they say.

Our goal is to thoroughly question every presumption and easy explanation before we reach our conclusions.

Analyzing contradictions in brand perception

We are frequently tasked with analyzing brand perceptions that are divergent or even contradictory.

Have you had similar issues with your brand? Perhaps your employees describe your brand one way, and your customers, clients, or donors see you another way. Or maybe everyone you ask seems to have a completely different picture.

How does this happen? 

Perhaps you’re familiar with the ancient parable of the elephant and the blind men? After the men encountered an elephant for the first time, each man described the elephant differently depending on which part of the elephant he had touched. The man whose hand landed on the trunk said “An elephant is a large snake.” The man who grabbed its ear said “This is a fan.” The man who hugged its leg said “The elephant is a pillar or a tree.” Another man touched its side and said the elephant was a wall. The man who felt its tail described it as a rope, while the man who felt its tusk thought it was like a spear.

Is your brand a bit like the elephant in this parable? These problems can arise from many factors: twists and turns in a brands history; inconsistent communications; disparate experiences of various stakeholders; or confusing brand architectures. 

Untangling the causes can be tedious but is often a necessary precursor to developing a focused and effective brand strategy.