“The Customer and His Value at the Center: relevance, differentiation and emotional connection to create a strong brand.” A proposal of value without solid scientific bases is the result of intuitive decisions that compromise the effectiveness of marketing and communication strategies. Evidence from the most prestigious universities and institutions in the world, come Harvard, Stanford, Bocconi University, Centromarca Milano e l’American Marketing Association, show that scientific research, which integrates behavioral sciences, social and neuroscience, allows you to build a strong and distinctive brand, capable of generating concrete and lasting results, reducing errors and ensuring precise strategic positioning.

We focus on two key pillars.

MARKETING, BEHAVIORAL AND SOCIAL SCIENCES: THE PERFECT COMBINATION TO BUILD A SUCCESSFUL BRAND.

What is marketing? The two most important definitions ever.

American Marketing Association definition (OR) the world's leading marketing institution founded in 1937.

According to the AMA, marketing is defined as "the activity, the set of institutions and processes for creating, communication, deliver and exchange offers that have value for customers, customers, partners and society in general"

Prof. Philip Kotler (Kotler is considered the father of modern marketing).

"Marketing is the science and art of exploring, create and deliver value to meet the needs of a target market at a profit. Marketing identifies unmet needs and desires. Defines, measures and quantifies the size of the identified market and profit potential."

Value at the center of marketing.

Both definitions focus on value as a crucial element, highlighting how marketing is the means to identify and satisfy consumer needs so that both sides can benefit, while generating an economic return for the company.

The brand is the unique and distinctive value, different and relevant to the customer.

To give greater emphasis and precision to brand positioning we integrate behavioral science, therefore scientific observation and the study of behavior, including the way emotions, the environment and social factors influence decisions in the real world.

 

THE BRAND IS NOT WHAT YOU SAY, BUT WHAT CONSUMERS PERCEIVE ABOUT YOU.

 

For this it is essential to find out what is the unique and distinctive value desired by the consumer, for it anyway, will be the main reason for choosing. But as David Ogilvy said " “People don't think what they feel, they don't say what they think, they don't do what they say " So let's investigate the deep unconscious, to discover "the hidden truth" using searches based on behavioral science with the most advanced techniques implicit and explicit, neuroscience also supports this.

FOR THIS WE BEGIN BY CHECKING THE STATE OF HEALTH BY DIGGING DEEP, INVESTIGATING THE MIND OF CONSUMERS.

 

To find out what are the real problems of your brand, we always start from the perception of consumers.

In this way we can in addition to knowing the perception profound values ​​of the brand and we can develop activities
BRAND ASSESSMENT
- What is the brand health?
- What activities (and not deliberate) impact on his identity?
- The brand values ​​are clearly defined ?
- The representations of the brand are able to ensure a differentiating positioning?
- The brand is communicated to all relevant public and is communicated with the correct mode?
- Are there any discrepancies between desired identity, communicated identity and perceived identity?

FRAGMENT FOCUS GROUP FIELD OF MILAN - MEAT INDUSTRY ( for privacy reasons we cannot name the company)

FRAGMENT FOCUS GROUP FIELD OF CATANIA - MILK INDUSTRY ( for privacy reasons we cannot name the company)

Discover Consumer insight, identify archetypes and apply neuroscientific follow-up (verification of the hypotheses that emerged in marketing), our trademark to learn about the needs and consumer Lies Beneath.

WHAT ARE THE ADVANTAGES OF USING A SCIENTIFIC METHOD WITH RESPECT TO EMPIRICAL AND INTUITIVE CHOICES?

The big brands know this well, and universities that have been using the scientific method for many years.

The main benefit translates identifying a competitive advantage, strongly felt by the strategic target making communication more effective, without making mistakes that would lead to economic and image waste.

• Competitive advantage and proposal for the result value of unexpressed needs.
• Emotional advantage: how you feel about your customers about your brand that does not feel for other brands.
  A distinctive advantage: make your extraordinarily unique brand.
• A connective advantage: how to create meaningful connections different from what others are doing.

 

WHAT RESULTS WE PROMISE YOU?

Effective communication because it tested directly on customers

emotional connection with customers to a strong and memorable brand

Uniqueness and differentiation in the market sector category ( very effective brand positioning )

Increased turnover and profitability

THE SCIENTIFIC STUDY OF THE BRAND IS LEGITIMATE IN THE APPLICATION OF NEUROMARKETING, IT IS USED TO VERIFY THE HYPOTHESIS EMERGED FROM MARKETING.

Neuromarketing is a set of techniques born from the combination of the most recent discoveries in the neuroscientific field; watch the video:

STRATEGIC CONSULTING

We believe that the first step to success is to stop and think. Analyze the environment of a company, review its strengths and weaknesses and reflect on what strategy, positioning and actions are most appropriate.

And what's more difficult is doing it objectively. This external view is what makes us an excellent ally for any marketing and communication department. We propose strategic solutions and develop effective and innovative . Oriented to generate sales, improve the relationship of the brand with its customers and project your company into the future.

In short, transfer their messages and values ​​in a creative way and adapted to the new era of bidirectional communication, taking into account the views, 'response and customer interactions.

SAID THIS, MARKETING SERVES TO DIFFERENTIATE YOU, TO MAKE YOU UNIQUE, TO IDENTIFY AN ADVANTAGE COMPETITIVE OR VALUE PROPOSAL EMPHASIZING THE STRATEGIC POSITION. IN FACT EVERYTHING HAPPENS AROUND THE CONCEPT OF "VALUE" THEN WHAT IS MARKETING?

Marketing is the activity, the set of institutions and processes to create, communication, provide and exchange offers that have value for customers, customers, partners and society in general. (Ama American Marketing Association)

marketing is the science and art of exploring, create and offer value to meet the needs of a specific market and make a profit " (Philip Kotler)

 

MARKETING AND RESEARCH

qualitative Techniques

Focus group moderated by Psychologist.

• Interviews in depth personal
• Neuroscience / Neuromarketing
• ethnographic
• Forum online

quantitative Techniques

• C.a.t.i.
• C.a.p.i.
• C.a.w.i.
• Face to face
• Mystery shopping

Online Searches

• Netnografia
• Listening socialnetwork
• Analysis blog, forum, newsgroup

Strategia off/line on line

Strategic marketing

• Analysis of marketing problems
• Competition analysis
• Identification of the target group
• Positioning and Repositioning
• Choosing a Strategy

Operative marketing

• Choices for operational tactics
• Price / Product / Distribution / Promotion

The advert group Italian partners are top notch, to offer the best know- how in order to achieve concrete results.

 

Communication without a brand strategy is wasted, marketing without a brand strategy is short-lived.

 

Contact now for more information