Brand & Comms Development
to generate awareness, reach and action
Branding is about your legacy, your intentions and the imprint you leave with every touchpoint. Nothing should be left to chance. And your brand is silent without communication to tell your story and reach your audience.
Working With F'inn:
Traditional Research:
Conceptual and inspirational, not grounded in reality
Aspirational, executable with room to grow
Evaluated in abstraction without market context
Defined in competitive environment, including niche and emerging brands
Messaging held constant across touchpoints
Messaging tailored to platform / audience
Works for a moment in time
Hierarchy developed, with ability to quickly shift within strategy
Our Way of Working
Role of AI
As AI disrupts brand relationships, product research and shopper journeys, we are developing a new tool, Fidelio, to determine how clients' brands, products and services land in the top responses / recommendations from LLMs. This is needed for brands to stay relevant and visible.
While we are still building this value prop, we are focused on helping our clients understand how to refine their campaigns to optimize for GEO (vs. SEO). We’ll be sharing more about this tool during the summer!
People First
Branding and communication work is subjective, and subtleties matter. We’ve worked on projects where one word in the copy can make the world of difference, or legacy connection to a brand is under / overestimated. When the work has a global footprint, there’s the need to understand and respect cultural distinctiveness.
In an ideal world, we take a multi-phase, quick succession approach, from open - creative - exploratory qualitative sessions to quantitative prioritization, often via Max-Diff to final tightening via IDIs with the core strategic target. Throughout the process, we’re working with our client and their agencies to translate the insights into high-level marketing strategies and tactical actions.
Case Study:
The Impact
Immediate implementation of new brand positioning in all go-to-market touchpoints, i.e. website, sales material, global campaign.
Long-term impact represented through innovation roadmap, with new services developed to address market gaps and prepare for the future.
Our Approach
This brand development work included:
4
Fast feedback loop to select preferred comms across audiences
3
Workshops with stakeholders & agency to develop potential messaging directions
2
Quantitative research
to construct the brand’s messaging hierarchy
and define potential points of differentiation.
1
Qualitative IDIs to identify category drivers, brand perceptions and market gaps with business leaders & end users
The Ask
A recently acquired B2B2C brand in the professional services space wanted to benefit from the equity of the master brand, while still maintaining its own identity.
