Brand

Identify and prioritise brand opportunities and threats

Pointlogic Brandpoint

Whichever way you look at it, identifying and focusing on the opportunities for your brand is at the heart of growing your business. If you put marketing dollars where there is no real opportunity, they will be wasted dollars no matter how well the execution. But in today’s world, brands can interact with customers in so many different ways, making the paths to purchase a lot more complex. This has increased the pressure on marketers to provide the right brand strategies, detailed planning of the overall customer experience as well as to understand and act upon motivations and barriers faced by customers during their customer journey.

Our Solution

Pointlogic Brandpoint is a software and analytical solution to integrate various sources of information to help you find opportunities for brands and products, while providing a framework upon which brands and agencies can act towards the identified opportunities. The software will help you to identify opportunities concerning the product itself, showing the business case for pricing strategies and product innovations.The software will further help to identify the optimal positioning of your brand, either through emotional benefits or the personality projected by the brand. Finally we look at the possibilities in improving actual experiences that customers have linked to a customer journey. Combining these customer driven attributes with your core strengths and your ambitions provides a clear positioning and set of metrics to act upon.

Pointlogic Brandpoint
in action

A European online insurance company was about to launch in the segment of health care plans. The initial plan was to focus on price and customer service. The client approached us for a final check of the planned positioning. We applied the Brandpoint methodology, using a brand health survey, and were able to confirm their overall positioning. We also discovered certain strengths in their policies that showed to be real drivers of choice, notably ‘flexibility’, and the ability to customise the coverage. We developed the business case, highlighting a significant increase in expected market share if their product was associated with such flexibility. This became a core part of their launch and their advertisements. Eventually, their market share outperformed all expectations.

What type of challenges can we help with?

There are various areas in which we can help you to improve the financial management of your marketing and branding budgets:

  • Budget allocation across brands and products
  • Budget allocation across various markets
  • Allow for various strategies using a zero-based budgeting approach
  • Report how various strategies impact your brands in various markets
  • Show expected shifts in sales and other KPIs
  • A central database with relevant information for budgeting
  • Defend and explain various scenarios

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

There are several sides to brand strategy, and our solutions reflect that. Here are some ways in which Pointlogic Brandpoint can help with:

  • Decision support and workshop designs to build a brand strategy
  • Uncovering the true drivers in a category for purchase, loyalty, and advocacy
  • Simulations to show the effect of changing (or launching) brand offerings and personalities
  • Identifying the potential of a messaging strategy
  • Prioritizing and valuing customer journey stages
  • Determine which channels work hardest to increase media ROI

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

Here are some communications planning challenges that Pointlogic Commspoint can help you with:

  • Enable better briefings on communication goals
  • Holistic research on the power of channels toward communication goals
  • Identify optimal mix between communication channels
  • Link to reach optimisers, for example, using Pointlogic Pinpoint
  • Enhance phasing and flighting of campaigns
  • Substantiate decisions with meaningful charts and reports
  • Customise the system to align with your working practices
  • Deploy for one brand in one market, or for multiple brands in multiple markets

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

In general, Pointlogic excels at any type of tactical and/or operational planning. Here are some examples of issues Pointlogic Pinpoint can help you with:

  • Cross-media planning
  • Spot level TV planning
  • Multi-campaign TV allocation
  • Print planning
  • Outdoor planning
  • Custom made TV optimization engines

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

What type of challenges can we help with?

Our Pointlogic Valuepoint solutions will answer questions such as these that follow:

  • Understand the contribution of each media towards brand KPIs and sales
  • Compare the ROI of various creative executions
  • Analyse synergies between media and creative executions
  • Find the level of diminishing returns and avoid wastage
  • What-if analyses, for example, changing budgets, changing media mix
  • Analyse relationship between media costs and optimal media mix

Would you like to know more or do you have a question? Please don’t hesitate to contact us and allow us to take on that challenge with you!

Solutions Contact

What happens when you contact us?

For each solution, there is a specialist ready to provide you with information about the software, the modeling and the next steps.

Should you inquire access to Pointlogic software and data products or solutions for common download, installation and software registration issues, please check our FAQ section on Pointlogic Support

For commercial support please contact a professional via the Contact page.