Ecommerce discipline 01 of 06
Brand & Demand
Give customers a reason to choose you, not just a reason to click.
When ad spend is all that drives sales, growth gets more expensive every year. We sharpen what your brand stands for, and build the creative and content that make people seek you out.
Sound familiar?
Signs your brand isn’t doing enough of the heavy lifting.
- Customers buy on discount, not on brand.
- Ad costs keep rising while returns keep falling.
- Creative is made in a rush and tested by luck.
- You struggle to explain why you’re different.
What we do
Three areas. One commercial goal.
The goalCreate new customer demand and preference, without losing sight of profitable growth.
Positioning & proposition
Define who you’re for, what you stand for and why it’s worth paying for.
What you’re left with- Customer research
- Brand positioning
- Proposition
Creative & content
Build a creative system that feeds your ads, site and social, and test it properly.
What you’re left with- Creative strategy
- Creative testing system
- Content engine
Brand building
Grow the demand that makes every other channel’s job easier, and measure it properly.
What you’re left with- Brand campaigns
- Partnerships and PR
- Brand lift measurement
The question we’d answer first
Data on its own can mislead. Context shows what to do.
One question we’d bring to Brand & Demand straight away, answered twice: with one system’s data, then with the rest of the business joined in. Figures are illustrative.
01 · Brand & Demand
Are we creating demand, or just converting it?
Return on ad spend by campaign type, as platforms report it, 12 months
Looks likeBrand spend doesn’t pay back.
Branded search and new-customer acquisition cost, 12 months
ActuallyBrand spend grew. So did branded search, and new customers got cheaper.
Hold brand spend, and run a lift test to prove its share.
How it works
We don’t hand you a strategy. We get in and do the work.
Diagnose
Learn why customers choose you, and why they don’t.
Prioritise
Agree what the brand stands for, and the creative bets to test.
Do the work
Make, run and test the creative across ads, site and social.
Embed
Measure brand lift, and feed the learning into the next round.
What changes
- A brand people search for by name.
- Creative that’s planned, tested and improving.
- New customers that cost less over time.
Start with a conversation
Find the constraint. Build the plan. Do the work.
Whether it’s Brand & Demand or somewhere else in the system, finding the real constraint is the first thing we do.