Our difference
Constructing a brand is constructing a perception – nothing more, nothing less
Martin Lindstrom
The first brand development method based on consumer perception
Perceptioning®
Perceptioning® is the first structured method that allows companies to develop their brand based on the perception they wish to create in the consumer’s mind.
This is the easiest and most logical way to create a brand.
Perceptioning® is logical, because as consumers choose brands based on their perception — the perception is created first. The product and marketing communication plans are then strategically defined to support the desired perception.
It is easy because it can be done in three simple steps.
1.Positioning
Per prima cosa si definisce il posizionamento, attraverso l’analisi incrociata di 3 fattori:
- Company’s potential
- Trends
- Perceptions of competing brands
2.Perceptioning®
Positioning is transformed into perception through the definition of the three key values that compose it.
3.Implementation
Finally, the three key values are used to implement the brand’s perception through the main physical expressions that denote it: the technical characteristics of the product, industrial design, marketing communication.
The easiest and most logical
way to manage the
brand building process
In the last 20 years, companies have begun to understand that developing a brand strategy is the most efficient way to achieve marketing objectives. “Though more and more companies have positioned the brand in the center of their strategy, not many have a clear idea of how to manage it.”
(Kevin Keller: “Brand Mantras: Rationale, Criteria and Examples Journal of Marketing Management, 15 – 1999.)
Until now, a unifying viewpoint that could focus all the various branding activities towards a common goal has been missing. Perceptioning®, through the basic premise that the consumer identifies with every aspect of a company through a perception, offers this viewpoint:
“This way Perceptioning® becomes the center of gravity of all branding activities.”
Integrate your company’s know-how with our experience in business and brand design
Management in outsourcing
Many companies have chosen to enhance their marketing through integration with our specialized skills. We have extensive experience in developing and managing external teams that support and enhance a company’s internal organization.
The advantage, is using highly qualified resources while also optimizing results and achievements. Our in-depth knowledge in our area of expertise, combined with a strategic know-how of brand and business design, accelerates the processes of innovation and brings new knowledge and energy to a company.
1.
Experience of brand design and strategic marketing at the international and global level.
2.
A multidisciplinary and innovative approach that combines strategy, design, marketing and technology.
3.
A widespread network of excellent professionals managed by a team dedicated to your project.
The brand is a perception in the consumer’s mind
Perceptioning® is the first method of brand development that focuses on the most important point of view – the consumer’s perception.
Constructing a brand is constructing a perception – nothing more, nothing less.”
Martin Lindstrom
We will measure the perception of your brand compared to your competitors’ brands
in order to understand your brand’s perception by the consumer. We will then find the best possible positioning for your brand’s perception.
Marketing is not a battle between products, it is a battle of perceptions.”
Al Ries e Jack Trout
Inventors of the concept of ‘Positioning‘
Transforming strategic positioning into perception
We will help you identify what makes your brand unique and transform it into a strong and discerning perception.
Positioning does not work on the product but on the mind of the consumer.”
Al Ries e Jack Trout
Inventors of the concept of ‘Positioning‘
Making the perception tangible
We will give you the tools to use each contact with the consumer – from the product to advertising – as an opportunity to reinforce your brand’s perception.
A strong brand identity is created through cohesiveness. The brand’s every expression – from the product to marketing communication – should promote the same perception.”
Marco Bassani
Helping you manage your brand from within the company
We will help you create an internal structure that perceives, protects and reinforces the brand with each decision… and evaluates its progress over time.
The aim is to make sure that every employee within the organization understands what is most fundamental to the brand that must be represented to the consumer, so that they can plan their strategies accordingly.”
Kevin Keller