NEW YORK (17 November 2016) — Landor, one of the world’s premier branding and design firms, has launched Brand Differential, a new research approach that predicts the impact of branding decisions on business outcomes, including revenues. The proprietary, data-driven methodology links real-time testing of brand positioning and visual prototypes with financial decisions among target audiences to uncover the driving forces behind consumer choices and sales.
“Validation testing new concepts in a fast, agile way is an integral part of the Landor approach,” says Suzanne Hernandez, executive director of insights and analytics at Landor. “The objective of Brand Differential is to demonstrate the impact each choice has on the success of the brand and business.”
In the process, the research uncovers key category influencers and current perceptions among specific stakeholders, be they consumers, customers, or employees. In addition, it enables brand managers to prioritize their initiatives by identifying prototype concepts that have the greatest power to positively shift brand preferences, recommendations, purchases, or share of budget, and to steer future brand identity development.
“This predictive research will enable a more sophisticated evaluation of alternative brand strategies, which in turn will inform visual and verbal identity,” said Stuart Sproule, Landor’s president of North America. “Whether you are a chief marketing officer at a B2C or B2B company, you are looking for data-driven ways to make surer, quicker decisions that will positively impact your bottom line.”
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A global leader in brand consulting and design, Landor helps clients create agile brands that thrive in today’s dynamic, disruptive marketplace. Our work enables top brands—from Barclays to BMW and Tide to Taj—to stand for something while never standing still.
Landor’s branding services include strategy and positioning, identity and design, motion graphics, brand architecture, prototyping, innovation, naming and verbal identity, research and analytics, environments and experiences, engagement and activation, and interactive and media design.
Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Today, Landor has 27 offices in 21 countries, working with a broad spectrum of world-famous brands. Clients include Alcoa, Barclays, Bayer, BBC, BMW, BP, Cracker Barrel Old Country Store, FedEx, GE, Kraft Heinz, Marriott International, Pernod Ricard, Procter & Gamble, Samsung, Sony, and Taj Group.
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