- We are losing market share
- We wish to change something but we are afraid we might lose our current customers
- Our brand seems old
- We want to enter new markets and/or new market segments
- How do we increase our profit margins?
- How can we allocate resources more efficiently?
- We want to gain awareness for our product, without huge communication budgets
- Our employees are not engaged and they do not support our brands
BrandTailors revitalized many brands, with proven track record in increasing market share.
Relevant services: Brand Positioning, Brand Management
Relevant study cases: Tomi, Silvana, Eurovita
Although competitors are the ones most often blamed for decreasing a brand’s market share, the true reason has to do with consumers and how relevant they think the brand is to their needs. Competitors merely create the proper environment for decreasing relevance: they introduce new packaging designs or new products that change the way consumers perceive that specific product category.
The solution is to adjust the brand positioning so that it’s aligned with consumers’ shifting preferences, while enriching at the same time, the brand associations so that it occupies as much “consumer mind share” as possible.
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BrandTailors revitalized many high-awareness brands, while increasing their customer base
Relevant services: Brand Audit, Brand Communications
Relevant study cases: Class Living, U TV
Consumers’ preferences are in a continuous shift. If a brand fails to keep up with them, the loyalty it claims will diminish. Thus, we mustn’t fear change and consumers’ reactions, as periodic revitalization is a necessity dictated by the brand’s audience rather than an option that would be nice to have.
Analyzing, through the brand audit process, a brand’s constituent elements, we can pin point exactly, which are the essential elements (e.g. a brand’s name, its color palette) that consumers still appreciate and are fundamental to the brand, and, which are the elements that are old and dusty. We only change what consumers no longer like about a brand.
Moreover, these changes are communicated through various campaigns, be it advertising or PR. This was just the case of Class Living – following the re-branding process, we informed consumers that what they loved about a brand didn’t changed; it merely improved.
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BrandTailors refreshed iconic brands.
Relevant services: Visual Identity and Logo, Package Design
Relevant study cases: Loteria Română, Eurovita
There are very well-known brands, but their awareness levels are not reflected by their sales levels. Often enough, the reason is one of old age: consumers, despite the fact that they appreciate the brand, give up on buying it because they think it’s dusty and, implicitly, offering less value than those of the competition.
This was the case of Eurovita – the most well-know multivitamin brand, manufactured by Europharm. We refreshed its visual identity and the package design, helping the brand maintain its top position within category sales.
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BrandTailors has a proven track record in creating successful brands.
Relevant services: Portfolio Management, Brand Architecture
Relevant study cases: Flavora, Gata
A brand can satisfy only one consumer need on only one price segment. Under these circumstances, how can you grow your business, leveraging your current assets? How can you gain new consumers on new price levels? How can you launch a premium brand – that would increase your profit margin and how do you launch a value brand – that would increase your volumes?
Through portfolio management, whether we launch a sub-brand, an endorsed brand to leverage the equity of the parent brand, or an entirely new brand, we always consider the organization’s competitive advantage, the resources to be invested, the organizational objectives as well as the existing brand portfolio. This was the way Flavora was born, a premium pasta brand from Pambac, meant complete the Gata (value segment) and Pambac (medium price segment)
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BrandTailors succeeded in creating brands, even commodity markets
Relevant services: Brand Strategy, Brand Architecture
Relevant study cases: Grania
Commodity markets are characterized by the lack of brands. They merely consist in products, more or less the same. As such, consumers only use price as the guiding choice criterion. Obviously, profit margins suffer.
Still, even on these markets apparently satisfied by various products, there are consumer needs with huge potential to be converted into relevant brand claims. Through an appropriate brand strategy and brand architecture, these needs can become important revenue sources. Such was the case of Grania – a premium flour brand created for Pambac, which in just two years since launch, gained the 3rd position on the market in terms of volume share. Subsequently, the Grania became an umbrella brand – encompassing cake flour and semolina flour.
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BrandTailors helped companies with large brand portfolios, to reorganize them in order to increase organization-wide efficiency.
Relevant services: Portfolio Management, Brand Architecture
Relevant study cases: Yoyo, Wiesana
Correctly structuring a brand portfolio is one of the most important ways of increasing organizational efficiency, because it works concurrently on two levels:
a) By organizing the portfolio around the way consumers perceive the category, the offering becomes clearer – easing the buying process. For example, we helped Kandia-Excelent (Cadbury Romania at the moment) unify its two candy brands, Yoyo and Pitic, in a single one – Yoyo – the brand with the highest potential.
b) By identifying the exact role that each brand plays in fulfilling the organizational objectives, allocating brand-building resources is made according to maximum efficiency criteria rather than organizational structure or individual brand performance criteria.
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BrandTailors helped many brands grow, without massive advertising investments.
Relevant services: Naming, Package Design
Relevant study cases: Cher Patissier, Silvana, Tomi, Bankia
We believe that a brand isn’t successful unless it brings value to the organization, in an efficient way. And promoting a brand efficiently starts right from the naming and packaging design stage.
A name can generate instant memorability and the desired brand associations – helping the consumer understand what the brand is about, even without major communications programmes.
At the package level, a relevant and differentiated design can reap large benefits in terms of impact at the shelf level: for example, the new Silvana package helped increase the brand’s market share by a two figure number, in just two months from launch.
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BrandTailors can help gain employees’ engagement during branding or re-branding processes, or improve employees’ understanding of the brand.
Relevant services: Brand Organizational Culture
Relevant study cases: Cher Patissier, GlaxoSmithKline
Employees of a company, especially if we talk about a service or retail business, are the ones who determine the success or failure of a brand, because in front of the consumer, the employee represents the brand.
In this sense, beyond the organizational culture whether positive or neutral to the objectives the organization, a brand must have a culture adapted to its specifics.
Through the organizational culture of the brand developed in conjunction with the HR department and the top management, we can help employees understand which is the spirit, vision and values of a brand and more importantly, how these values should be reflected in their interactions with clients: from the way they greet customers to the way they resolve customer complaints.