FOR IMMEDIATE RELEASE JULY 23 2009
New service for aligning and optimising brands is launched by Brandphonics and BRAND sense agency
A radical new method for enabling brandowners to align and optimise their brand promise at both a conscious and subconscious level across all consumer touchpoints is launched today by Brandphonics and by BRAND sense agency.
Known as Smash Your Brand, the method fuses the revolutionary new Brandphonics approach of understanding the drivers of consumer choice and the emotional meaning of a brand to consumers, with BRAND sense agency's multi-sensory branding and consultancy expertise. Workshops with the brand owners, and consumer research, are combined to create a multi-sensory blueprint. Consultancy is then directed at building into the brand the sensory signatures most likely to appeal to consumers.
Brandphonics is a new business set up in May 2009 within the MMR Group of market research companies. The Brandphonics approach takes into account the emotional and functional aspects of how consumers make choices, as well as more traditionally-researched factors based around liking and propensity to buy. New types of quantitative research techniques have been developed to access these different drivers of choice.
Developing this new approach has been a career-long quest for Brandphonics director Toby Coates. He explains that Smash Your Brand derives from part of the brief for designers of the iconic Coca Cola bottle, which was to produce a design that even when smashed to pieces would still allow the brand to be identified by a single piece. This is the premise behind Smash your Brand no matter where a consumer engages with your brand, they should be clear on the identity and proposition.
Toby Coates adds: 'I think it's time to accept that research as a marketing discipline has been rooted in the past and has failed to keep up with the profound challenges posed by today's markets, typically filled with many fit-for-purpose options.'
BRAND sense agency was set up in 2006, inspired by Martin Lindstrom's book Brand Sense, which urges brandowners to pay far greater attention to the full range of available sensory experiences.
As BRAND sense agency's chief executive Simon Harrop explains, 'Most marketing spend is directed into a very narrow channel, dominated by focusing on how consumers see brands. But truly memorable brands achieve greatness by paying attention to all aspects of their interaction with consumers, and by understanding how apparently small changes that are made to the sensory physical properties) of a product can have huge implications for the emotional and functional communication of a brand.'
Harrop firmly believes this new approach can give a boost to well-established brands as well as help build new ones. 'Most great brands - Coca-Cola, for example - have, by equal measures of inspiration and good design, created a holistic brand experience that appeals to all our senses. Smash Your Brand makes available a toolkit to build strong new brands and optimise existing ones.'
For further information please contact: Toby Coates, director, Brandphonics. E: t.coates@mmr-research.com Tel: 01491 824999 www.brandphonics.com A photo of Toby Coates together with Simon Harrop is available.
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For further press information please contact:
James Essinger/Stephen Gillatt
Da Vinci Public Relations
43 Nunnery Fields
Canterbury
CT1 3JT
Tel: 01227 472874
Fax: 01227 472800
E: jamesessinger@davincipr.com
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Coverage on MR Web here.
Tags: smash your brand, syb