The challenge

With rapid changes in (social) media and consumer behaviour, brand managers and advertisers are facing a triple challenge: brands are no longer owned by marketers, but shared with consumers. Advertising is no longer about making a point, but about starting a conversation. But probably the biggest challenge of all is to focus on the quality of conversations rather than the quantity.

Our vision

We believe that relevant conversations, self-identification and a clear image are what set successful brands apart from their competitors. Using our brand leverage model and our in-depth understanding of old and new media, we help our clients to improve brand strategies, advertising tactics and conversation management. For each of these marketing essentials, we have developed reliable and innovative online research tools that help you answer the questions that really matter.

Putting it into practice

We help our customers to strengthen their brand, optimize their communication and manage conversations by answering these questions:

• How can I make my brand cool and keep it hot?
  Our quantitative and qualitative brand research solutions show you where your brand stands today, where you can take it tomorrow and how you can make it a sustainable success for the future, with our CRUSH branding model serving as a central framework of thought. Our Brand Camp² methodology enables you to simulate how the market will evolve if you change your positioning.
  
  
• How can I create genuine impact through advertising?
  Whether you are still playing around with concept boards or your campaign has ended, whether you want to go digital or air a 30-second TV commercial - we have the methods to find out what works and what does not. Not only through facts and figures, but always backed up by strong qualitative insights. Not only by looking at more traditional communication effects, but equally taking into conversational KPIs.
  
  
• How can I turn online and offline conversations into a strategic advantage?
  Over the years, we have specialized in observing offline and online conversations, to help you facilitate word-of-mouth and join the dialogue with consumers yourself. Our Conversation Mapping framework allows you to find out what role conversations can play for your brand strategy and, our Conversation Dashboard enables you to monitor social media buzz about your campaigns.
  
  
• How can I use the right media for the right purpose?
  No medium is redundant - but each medium has its specific value. Optimize your investments by understanding the added value of each channel and find out how consumers use and experience different media through our ethnography solutions.

We help several cool brands such as Levi's, Heineken, Sony, and Chiquita to stay hot. We support them in thinking and acting conversationally and in leveraging the effects of their activation efforts.