Brand positioning and customer experience development
This well-known chain of themed bars was responding to brand tracking metrics that suggested it was losing relevance with its core customer base.
The Issue
This well-known chain of themed bars was responding to brand tracking metrics that suggested it was losing ground to rivals that were seen to be more contemporary and authentic.
The company commissioned Brandspeak to:
The Solution
The proposal recommended assessment of:
The proposal recommended 4 stages:
1. Firstly, qualitative research along with analysing client’s brand, as well as competitor’s performance, exploring the issues and making outline recommendations to identify
2. Next, workshops with Management, based on the research outputs, to identify the component parts of a more contemporary brand proposition and in-venue experience.
3. Thirdly, the implementation of a number of trial initiatives in 3 different test venues
4. Lastly, a final round of qualitative and quantitative research to review the success and appeal of those initiatives with consumers.
The Brandspeak team set about its task with considerable enthusiasm!
Together with the client team we started by undertaking a Brand Safari, visiting own and competitor outlets in London.
This was then followed by the exploratory round of research which included:
The first-round research debrief included estimates, outline recommendations regarding the core proposition and key elements of the in-venue experience.
The debrief was followed by a small number of strategic workshops led by Brandspeak, using the research findings and outline recommendations to identify:
Three of the client’s venues were then selected to trial the workshop outputs.
Following implementation, a second round of qualitative and quantitative research was conducted to assess the impact of the initiatives on perceptions of the brand and the customer experience.
A final workshop was then held to review the impact of the different activities and agree those to be implemented across the chain.
A roll-out plan was subsequently put in place.
The Outcome
Overall, the project lasted 18 weeks and resulted in:
For more information on how Brandspeak can help with customer experience optimisation, please call us on +44 (0) 203 858 0052 or email us at enquiries@brandspeak.co.uk
Client Feedback
We worked with Brandspeak on a brand awareness project and we were extremely pleased with the quality of service and the process. They understood the complexity of the briefs and asked plenty of questions to make sure they fully understand the objectives. They interacted with all levels of people in our business and understood the differences within the market and suggested ways to tie the research together so it was still comparable. The results were delivered with easy to digest summaries that could be used across the business. We would highly recommend using them.
Lauren Williams
Very informative, easy to work with and a really friendly team. I would recommend Brandspeak to help any business grow. They are great quality for money, help niche sectors and present their findings in an understanding manner. They have provided a brand review, market review post-covid to ensure we are still up to date, along with two very valuable website reviews. Working with them for qualitative and quantities research has a been fantastic for us. Thank you for all your help!
Sarah Twist – Marketing Manager
It's been an absolute pleasure to work with Brandspeak on our qualitative assessment of different ads across 5 EU markets. Throughout this project, Brandspeak have been expert, professional and so flexible with our requirements and timings. The research analysis that they provided us with was extremely valuable and insightful. I look forward to working with them again – highly recommend!
Zanya Fahy
Great service from Brandspeak – highly recommend for thoughtful and detailed brand measurement and tracking.
Georgie Burks, Brand Marketing Lead
Brandspeak have been fantastic to work with. They are a very professional agency who really understand the importance of quality research. Their team were very responsive, knowledgeable and easy to work with and provided us with excellent insights.
Mark Wilson
We wanted to understand how elements of our brand were perceived by consumers and identify opportunities where we could make improvements. Brandspeak clearly understood the brief and worked closely with us to develop a research approach that would answer our questions. The insight has been used to inform the development of our creative and also applied to other areas of our marketing communications. It was a pleasure to work with Brandspeak.
Strategy & Insight Manager | Animal Friends Insurance
Brandspeak helped us with getting invaluable market insights! They showed great flexibility and professionalism throughout the entire process and provided us exactly with the results we needed. I would recommend working with Brandspeak to anyone and anytime.
Tom Suberg
From the moment I contacted Brandspeak I can't thank Jeremy and his team enough. Offering a professional approach they took the time and effort to make the whole process easy and effortless. I highly recommend Brandspeak and look forward to working with them again in the future.
Verity Kimber
From their initial proposal they displayed an understanding of financial services and a clarity of thinking that made them stand out. Since then they have consistently delivered to demanding timescales. But what really sets them apart are their actionable and business focused recommendations which give them the credibility to influence senior internal stakeholders. I have really enjoyed working with them and look forward to doing so again.
Leading life and pensions provider
It is always a pleasure – and a relief! – to work with researchers who get the whole thing – effortlessly... a heartfelt thanks.
DLKW