Client description: A direct response B2B web/catalogue firm

Practice area: Strategic Positioning and Planning; Market Research and Analysis

Geographic scope: US

Industries involved: Pharmaceutical, manufacturing, healthcare, transportation

Services applied: Brand strategy; brand architecture, brand equity and identity; strategic positioning; customer satisfaction; competitive intelligence; M&A integration

Business challenge: This branded direct response catalogue company had just purchased another company and needed to assess brand equity of both companies across multiple industry verticals and determine whether to keep the brands separate or collapse into one.

Methodologies: Qualitative interviews with customers of each firm, non-customers, overlapping customers, and prospective customers along with suppliers and stakeholders. Online quantitative research with the same customer group. Full analysis included sophisticated analytics to measure brand performances against competitors and to compare customers’ “stated” preferences versus their behavior “derived” preferences.

The result: The recommendation was to keep the brands separate and distinct based on a clear need for a different path to market and value positioning in each market. Based on Geo Strategy Partners’ analysis and recommendations, the client was able to strengthen both brands and their overall business model.