TRANSFORMING INSIGHT INTO IMPACT THROUGH ACTIVATION SESSIONS

The CHALLENGE

You have the “what.” And perhaps you have even talked through the “so what,” but are you ready for the “now what?”

That’s the question a client brand team asked themselves when tasked with taking research results to the next level. How do you turn that insight into an idea, and then take that idea and turn it into action? How do you make real impact?

Burke’s challenge was to develop a brand equity program that would help the client team define unique sub-brand positions that also complement a unified master brand identity. A holistic brand equity research project was the foundation, and an activation session with the brand team and agency partners was the key to unlock action.

The APPROACH

• A BLUEPRINTING SESSION at the beginning of the project helped the team articulate business objectives and brainstorm current and potential brand positioning.
• QUANTITATIVE RESEARCH captured brand truths in the minds of consumers today and illuminated opportunity for future positioning.
• AN ACTIVATION SESSION brought the team back together to shift the conversation from “what” to “so what” to “now what.” Burke facilitated a full-day meeting with activities designed to create a PATH forward:

Prioritize attributes for each sub brand that are relevant to consumers and impactful in their choices.

Articulate brand stories based on attributes prioritized in the prioritization activity.

Target elements of the brand experience – such as product, price, and communications – that are out of alignment with brand stories.

Hand over decisions to teams and agencies to update marketing and communication strategies.

The OUTCOME

The story started with research and it ended with action. Burke helped the client brand team translate research insights into actionable marketing and communication strategies. Today, the sub brands continue to own their distinct equities that were defined and prioritized in the Activation Session.