When Appearances Are Deceiving
- This article, which appeared in the Wall Street Journal, explains that Imitations may be a form of flattery, but when it involves the look and feel of a product or package – a concept known as trade dress – the repercussions can be serious…- Building Trusted Brands Requires More Left Brain Thinking
- Best practices suggest that high performance brands are built around a solid understanding how customers make buying decisions. To build the foundation, objective, primary marketing research (i.e., left brain thinking) should be conducted.
- Building Sustainable Brands
- Although perceptions of your brand are created in the marketplace, they can be effectively managed to drive growth by remaining true to the organization’s capabilities.
- More Left Brain Thinking for Brands
- Best practices suggest that high performance brands are built around a solid understanding how customers make buying decisions. To build the foundation, objective, primary marketing research (i.e., left brain thinking) should be conducted.
- Customer Loyalty in the Oilfield: Familiarity
- Brand familiarity is important in obtaining customer loyalty, generating brand trust and driving price structure. This paper discusses customer familiarity with the oilfield industry, and how you can increase familiarity to build and maintain…
- Marketing Globally in the Oil and Gas Industry
- Being a global player in the oil and gas service industry requires knowledge of how different geographic markets require a specific and precisely tuned approach.
- Linking Brand Equity to Market Valuation
- This paper draws upon a recent Corporate Brand Equity study and describes our methodology for defining and measuring brand equity for oilfield service firms in a way that directly links customer behavior to investor behavior.
- Customer Loyalty in the Oilfield: Reputation
- Building company reputation is necessary for attracting and retaining employees and customers. Reputation is also important in generating brand trust and driving price structure…
- Customer Loyalty in the Oilfield: Experience
- Often times, customer loyalty is more a result of how customers feel about the overall experience they receive from you than what they rationally think about your individual products and services. For this reason, consistent experience plays…
Brand Strategy
Strengthen your competitive advantage…
The most trusted brands aren’t built by creative logos or clever taglines. Customers move toward brands they find trustworthy – expressing a promise they understand and value. A trusted brand is one that your customers, employees and other stakeholders will enthusiastically recommend to others.
Our brand strategy design approach focuses on a thorough understanding of market perceptions, identifying opportunities for growth, and developing effective ways manage all brand touchpoints to achieve brand trust.
Endeavor has developed brand strategies for global organizations for more than 20 years. Whether it’s introducing a new visual identity (logo), merging or acquiring companies, repositioning, or strengthening, we have the experience necessary to ensure brand remains a high performing asset.
Through working with international organizations, accessing thought leadership (both industry and academic), we have developed a series of specific tools to use in strengthening your competitive position.
Some examples of our methods and tools:
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Brand Trust Model
Used by several industry sectors as the basis to measure brand performance and benchmarking to identify market segments, sources of customer value, opportunities for differentiation, and critical success factors for delivering on your brand promise.
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Brand Scenario Development
There are often several opportunities to strengthen your position – proper strategy development requires the balance of fit with business goals and difficulty. Our Brand Scenarios help teams envision what’s possible with objective criteria to determine the best path.
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Brand Book
A key communications tool for employees, creative services firms, and other stakeholders, the Brand Book outlines the meaning of the brand and prescriptions for messaging, design and brand architecture.
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Message Mapping
A component of the Brand Book, the Message Map ensures consistency and deliberateness in the use of brand communications across all product lines, divisions and audiences.
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Brand Performance Dashboard
An on-going measurement system that assesses performance of various interactions, communications and environments (we call these Brand Touchpoints). The dashboard is an important component to measure performance and understand what’s most important in driving brand performance.
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Customer Advisory Board
A Customer Advisory Board (CAB) can be a powerful resource for identifying new market opportunities and can provide you with the means to engage key customers in developing strategic planning initiatives. We can help you engage customers for strategic planning initiatives.
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Employee Alignment
Developing employee alignment and motivation through key messages is similar to motivating consumers through advertising. Employees are key stakeholders in managing your brand.
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Word of Mouth Advocacy
Word of Mouth (WOM) advocacy is the most effective and least expensive form of marketing. Our model assesses WOM influence across a number of channels, touchpoints, media and vehicles. Through this process of measuring and strategically managing WOM, we work with your team to identify opportunities to influence WOM before, during and after a conversation and making the best use of it for organizational change and initiatives.