How can we use the Imprint Analysis in our aim for global branding?
There are a lot of different mindsets across markets, however, for some brands, common mindsets can occur. The Imprint Analysis identifies the common ground across different markets, which enables clients to develop an effective global branding strategy.
We are in the process of re-branding; why should we call Cultural Imprint to help us?
A product only becomes a brand when it sits comfortably in the consumers’ life. To do that you have to understand the consumers’ mindset. No dialogue takes place without a comprehensive understanding of what your consumers really want. Consumers’ mindsets are highly contradictory. Our process translates the contradictions of human behaviour into something concrete, identifying how to draft the messages back to consumers. In a non-confrontational way, our process identifies the ‘images’ and ‘situations’ that make consumers receptive to the benefits of your brand.
During your projects are you also branding internally when you build the brand?
Do you always look to the market for internal branding?
In order to accelerate corporate change and help employees ‘live’ the brand, organisations put effort into building the brand internally as well as externally. The Imprint Analysis helps employees to ‘live’ the brand through client involvement in the consumers’ workshops. Each workshop accommodates 25 respondents of which 5 are employees. By the end of the process a large number of employees have had a ‘hands on’ experience with consumers. This involvement has helped employees identify with their customers’ needs. As barriers between clients and customers are removed, employees learn to change gradually and the organization adopts the culture of their customer.