BEbrand – a behavioral science-based solution for branding and communication
Traditionally branding thinking culminates in STP (segmentation, targeting, and positioning) and the rest is left to creative execution. BEbrand bridges this huge gap between STP and creative execution, as well as enhances the power of positioning, by identifying the key heuristics or short-cuts which drive consumer choices in the category. BEbrand, develops a Nudge Strategy for the brand and converts it into a Nudge Brief to provide sharper guidelines for creative landing. BEbrand uses a proprietary behavioral science-based Nudge framework and a corresponding Nudge tool-kit, to harness the power of hundreds of behavioral science principles.
BEaudit – how behaviorally informed is your marketing?
If you have never thought about using behavioral sciences to finetune your marketing, this is a good place to start.
As the name suggests, we audit your marketing to assess how consonant is it to the forces and considerations that guide consumer decisions in your category? Is your approach misplaced – are you using System 2 to persuade the consumers, when she is buying routinely, driven by System 1. Or the other way round.
Is your brand appropriately anchored – both in terms of the price, and other aspects. Are you using the best available priming opportunities? The objective of this solution is to develop ideas for fine-tuning of the current Choice Architecture for the relevant brand, which would lead to the desired behavioral change
The key to developing an effective branding strategy is to construct the consumer choice model” for the category and examine the choice process and choice drivers in different behavior segments.
BEprice – a behavioral sciences based approach to optimizing your pricing
We don’t just do a conjoint or a van Westendorp PSM- we look at pricing from all perspectives which may influence the consumers’ response.
We identify the existing anchors in the market, and the strength of these anchors
We explore whether any buckets or budgets define the category spend
Pricing is always studied in a competitive and realistic context.
Existing anchors are clearly identified and included in the pricing questions
We use “behavioral conjoint” for understanding consumer pricing
BExperience – designing winning consumer experience
Behavioral sciences provide a window to understanding how a consumer responds to and evaluates various experiences – whether it is the experience of visiting a bank branch or shopping at the online store. Our solution provides a peek into the consumer mind as she goes through the experience, and later recollects it.
Our solution is also used for situations when you want the consumer to behave ( go through the experience) in a particular way – for example drug compliance or the usage regimen of a therapy.
Wish to find out more?
Our solutions are fully customizable to the specific needs and the issues that a marketer faces. Each solution has its own toolkit to help us efficiently and pin-pointedly arrive at the required answers.