How we simplify brands

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A large part of our task is to work with our clients to help them simplify their brand, product or service.

Why?

Because people buy easy more than they buy cheap.

People are subconsciously attracted to simple because that is what our brains are hard wired to look for. Amazon isn’t the cheapest way to buy a DVD, but it has a massive market share, because it’s easy. Blockbuster by contrast wasn’t easy.

It’s not easy to synthesise lots of information, use insight based understanding and then simplify everything you know.

And it’s almost impossible to do that when you work inside an organisation, with operational pressures and the curse of knowledge.

Because we are outside our client’s organisation we are better placed to be objective.

How do we do this?

We use a tool to help structure our thinking. It’s a modified version of the NLP linguistic tool that helps us to move logically between the specific and the abstract. It helps us to uncover the structure behind people’s thinking and the language that they use around a subject, market place or brand. And we couple that with our own special ingredient, our experience.

We create sets and sub sets of information in a hierarchical format. Here’s the example for Extracare.

It’s helped bcg increase sales, grow a new online product for TNT and increase charitable donations for Extracare.