Brand Strategy
Many brands think they know who they are. The goal of Quixote Group is to help them understand who they can be if they so choose.
We believe that all purchase decisions are the result of an intricate balance of rational and emotional factors. These factors often defy logic, which is why it is so important to discover the counterintuitive insights that are behind the purchase decision.
Quixote Group uses a process designed to discover unique and "ownable" insights that result in a meaningful and motivating brand strategy. We then develop the brand's key messages and support points so that everyone in the organization can clearly articulate the brand strategy. And we also develop the Unique Selling Proposition (USP), which serves as the shorthand for the brand strategy.
The result of our brand strategy work is often captured in a simple chart (see below) that can be used to guide all marketing, PR and advertising. The chart is simple for a reason - if your brand strategy and communications platform is too complicated, then no one will understand it or ever use it. The thinking behind the strategy should be complicated - how you articulate it to the organization should not be. The KISS rule definitely applies!
Quixote Group has developed brand strategies for brands and companies including: The University of North Carolina at Greensboro; Western Star trucks; Detroit Diesel engines; Freightliner trucks; the American Chamber of Commerce Executives; CommunityONE bank.
Want more information about our brand strategy process? Want to know more about the brand strategy work we've done for other clients? Contact us.