Positioning Your Brand For Growth in the Recovery:
Optimizing Your Brand Building Investments

Continued uncertainty over the strength of the recovery in consumer spending is causing brands to remain cautious about the future. However, as reported in many an earnings call this quarter, savvy brand leaders have continued to invest and are now increasing spend in brand building programs in order to be best positioned for the growth potential of their brands. In fact, as a prime example of the value of brand investment, Toyota´s image as a long-trusted brand gets more credit for its rebound than cost cuts and rebounding auto sales in general.

For these investments to truly pay off, it is critical that they strengthen the connection between your brands and consumers around the world. Maximizing ROI on brand building activities requires taking a close look at your consumer relationships: Are you confident that your branding activities resonate with your consumers? Are consumers more motivated by functional benefits or by subjective imagery in your category? What differentiators are most salient for your brand vs. the competition? What strengths can your brand assert and what weaknesses need to be overcome? Does your brand drive consumers to purchase your product, recommend it to others, and deepen their relationship with you? Does your brand create unique value?

As your company prepares for the economic recovery, Radius will work with you to optimize your branding investments. Applying tools like Decision Pathways, Opportunities and Barriers™ and Message Optimizer™, we can deliver customized solutions to position your brand for growth.

• Decision Pathways identifies and quantifies the various components of the purchase processes among current and prospective customers. With this understanding, you are able to best position your brand toward the touchpoints that will influence purchase decisions and drive people towards your brand.
• Opportunities and Barriers™ uncovers the characteristics of your brand that strengthen your competitive position, pose competitive threats or represent "white space" for growth. Focusing your marketing efforts on the key issues will deepen your existing relationships as well as attract new customers to the brand.
• Message Optimizer™ determines the best combination of brand messages that works together to drive motivation, uniqueness, believability and brand fit. Crafting your brand positioning with the most compelling combination of messages will maximize interest generation and differentiate your offerings from the competition.

To learn more about these approaches or others offered by Radius, please contact us at the phone numbers or email addresses provided on this mailer.

Want to learn more? Contact us at info@radius-global.com