Marketing & Branding

Partners: Tony Rhie & Michael Norkus

New technologies and processes have increased the pace at which companies can add incremental features and benefits to their product offerings. This pace, however, is matched by the speed with which competitors can now copy these innovations and commoditize tangible features and benefits. Now, more than ever, carefully constructed marketing and branding programs are needed to highlight a product's intangible benefits and forge long-lasting relationships with consumers.

The most powerful and enduring brands capture the essence of a consumer's "experience" with the product – functional, emotional and economic. Brands are often the most valuable and under-leveraged assets that a company owns. Brands, however, are also the most delicate asset – easily damaged by price discounting, over-extension or poor market positioning. A well thought out and rigorously executed marketing program is essential for companies to maximize and fully exploit a brand's value.

Our Capabilities

Alliance has worked with many of the world's leading marketers to strengthen, leverage and protect their brands. Our approach is rooted in a careful balance of proprietary creative and analytical tools. Our work often touches upon the following areas:

1. Market, Customer, and Competitive Analysis

  • Sophisticated analysis of market size, growth, segmentation, and long-term trends
  • Deep insights about competitors' strategies and evolving customer needs by segment and key account

2. Branding and Value Proposition

  • Management and communication of messages and brand positioning – to the market as a whole, and tailored to a range of segments and key accounts
  • Integration of brand management, advertising, electronic media, direct marketing, pricing and promotion policies, public relations, etc.

3. Sales Support

  • Leveraging market and customer insights to enhance sales force effectiveness
  • Using brand image, messaging, and collateral to create meaningful competitive differentiation

4. Product Lifecycle Management

  • Using insights about customer needs and competitive opportunities as input to product/service road maps
  • Managing existing product portfolio to optimize lifetime growth and profitability

5. Market Planning

  • Incorporating insights about customer needs and competitive opportunities into broader strategic planning activities
  • Measuring and monitoring the timeliness and credibility of marketing planning, and the degree to which goals are met

Case Study

  • Developing a marketing plan to improve customer acquisition and retention for a leading bank
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