Strategy
PILOT identifies your brand's relevant target audience along with the key images that motivate consumers to choose your brand. Applying a unique strategic quali-quant process, PILOT combines the reliability of the Customer Commitment Persuasion (CCPersuasion®) metrics of brand preference and our discriminating measure of imagery agreement. Marketing analysis includes a sophisticated statistical technique that calculates the importance of each variable driving brand preference. PILOT can be used to address corporate branding, product branding strategy, and portfolio branding strategy.
The outcome of this analysis is the identification of:
- The brand’s key target audience groups
- Your brand equity opportunity gap
…and the - Key specific messages that will provide motivation for customer switching to your brand
PILOT provides you with the foundation you need to direct the various stages of brand integrated marketing communications development and execution. The consumer insights delivered from PILOT provide input for the DEVELOPMENT & SCREENING stage of the continuum.