Baba brand change accelerator - www.babaconsulting.com - baba consulting
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baba
brand change accelerator
www.babaconsulting.com
why baba? refresh & evolve A CONSULTANCY FOR BRAND CHANGE baba is a global strategic consultancy with over fifteen years experience tracking cultural developments and consumer attitudes for clients within and beyond Europe. BECAUSE THE FUTURE IS NOW We build future-proof brands by applying a range of new generation insight tools designed to anticipate rapidly shifting consumer expectations and to bring fresh perspective on the underlying drivers shaping our world. NOT THE WAY YOU IMAGINE For us innovation and marketing inspiration is clarity, visual synthesis and brand narrative: the most effective way to distill value from insight, and transform it into actions that resonate across new markets and mediums.
how baba? by a network strategy We uncover the how and why behind consumer moods to help clients preserve, valourise and translate brand values into new cultural contexts. In collaboration with our international network of analysts and a new generation of research tools, we identify market synergies and distinctions to develop global brand stories with regional resonance.
what baba? for future-proof brands We identify trends assessment and their endurance in a specific category or region or target, to help clients anticipate evolving consumer expectations and to stay ahead of change. A mix of semiotics-based approach, web crawling fieldworks and scenario analysis, to identify drivers that indicate strategic concepts and rich opportunities for brand innovation.
baba way with clarity & inspiration Supported by clearly visualised deliverables, we help clients transform insight into actionable creative routes for innovation and brand development. Our trend watching activity is supported by visual concepts and videos, by which we develop scenarios who can help understanding the challenging trends changes. We think infographics synthesis is the simplest and most direct way to deliver informations and Instagram collections are a strong opportunity to collect informations and implement to fieldworks visual listening activities.
expertise
holistic & innovative drivers
PEOPLE DIGITAL
& BRANDS RESEARCH
§ Purpose blends of • Good data and social
market insights to fit profiling
advanced aims • Social listening and
§ People and brands o n l i n e b r a n d
communities
meeting off and 1.GENERATE • Single-source research
online through quali-
q u a n t i t a t i v e 2.ACTIVATE activities: gaming,
touchpoints engaging, bottom up
intelligence.
BRAND
4. MAXIMIZE CULTURE-DRIVEN
DEVELOPMENT INNOVATION
3.ANTICIPATE
§ Deep activation to § F o r e c a s t a n d
drive innovation labs assessment of
§ Flexible platforms for anticipation as a best
brand expression in a practice
continuous dialogue § Semiotic analysis, for a
with their chosen multi-cultural and
recipients changing society
Each study is fit for
process
purpose, with client
alignment on
modular & integrated
selected
methodologies best
suited and shared
§ Consumer Target § Digital storytelling
Illumination
§ Web listening
§ Cross-method approach
§ Social profiling
§ Real life intelligence 1. GENERATE
2. ACTIVATE § Co-creation
§ Social network research
4. MAXIMIZE § Semiotic Analysis
3. ANTICIPATE
§ Cultural Insights
§ Strategic platforms § Forecast and scenario
analysis
§ NPD
§ Trend Monitor®
§ Innovation Workshops
benefits
Each study is fit
to solve project
objectives and
active & reactive address brand
challenges.
§ Connection
§ Content providing
§ Quick response
§ Real time Insight
§ Saving 1. GENERATE
2. ACTIVATE § Mobile and life-logged
research
4. MAXIMIZE
3. ANTICIPATE § Anticipation
§ Cultural awareness
§ Brand Guidelines
§ Change compass
§ Shared purposes
§ Endorsed results
BRAZIL
CHINA OFFLINE
EMIRATES ONLINE
FRANCE CRAWLING
GERMANY FOCUS MEDIA
JAPAN ETHNO TECHNOLOGY
INDIA WEB LISTENING MOBILITY
ITALY SOCIAL
RETAIL
RUSSIA HOME
SPAIN HEALTH & BODY
TURKEY FOOD
UK BEVERAGE
US FASHION
1. GENERATE
2. ACT
IVATE
3. A
NTIC
IPAT
E
consumer insights & brand analysis
1. generate
PEOPLE & BRANDS
Interesting times bring both challenges as well as opportunities for brands
to reinvent fresh approaches to storytelling and keep up with rapidly shifting paradigms
in culture and technology. By decoding underlying consumer motivations and the visual,
verbal,sensorial cues impacting brand perception, we help to understand whether a
brand is in order to better shape where it’s going next.
BRAND CHALLENGES OUR SOLUTIONS
• Effectiveness testing • On and offline fieldworks
• Consumer Segmentation • Data Analysis (descriptive,
• Brand equity confirmatory, explorative)
• Concept Testing • Ethnography & Netnography
• Market Expansion • Cultural Contextualisation &
• Mix analysis Sense-checking
• Customer care • B2B surveys
• Textual analysisCASE [POST TEST]:
TELECOM
In 2013 Telecom Italia commissioned baba a large quali/quantitative research to check
and deeply analyse new Telecom/Tim commercial communication and synergic ad
format in comparison with competition
Research problem Methodology Recommendations
• U n d e r s t a n d i n g a n d Quali-quantitative: • Chiara doesn’t appear
appreciation of the ad so credible and she’s
campaign • Quali field: 8 focus group not appreciated as a
testimonial;
• Sharing of its creative • Quali bulletin board: 2
development for new forum online (users vs. • A more playful tone in
format developments prospects) on 3 days addition to additional
topics about nature-
• Efficacy check and • Quanti: 1000 20 min long technology interaction
evaluation CAPI interviews in 4 cities would be more
interesting
PIF replaces Chiara as testimonialCASE [PRODUCT]: FIAT
In 2013 Fiat asked baba for a support to launch a new I0 segment (B-SUV) SUV and to
evaluate the opportunity to use the Jeep brand for this new car
Research problem Methodology Recommendations
Quali-quantitative covering The cluster «Active &
• To understand and to three major markets: Italy, •
Stylish» is identified as
identify the potential Germany, France potential target for the
t a r g e t t h r o u g h • 12 Focus Group (4 each new model
segmentation market)
• CAWI interviews to • The greatest part of the
• To pinpoint lifestyle and Owners and Intenders: cluster denotes Jeep
h a b i t s f o r o It à 300 (200 + 100) brand in the new model
communication strategy o De à 180 (100 + 80) • Main features: engines
to promote the new car and design
o Fr à 180 (100 + 80)
The new model was launched with Jeep brandnew generation research tools
2. activate
DIGITAL NETNOGRAPHY & STORYTELLING
We leverage collective intelligence to answer questions about
communications efficacy, brand perception, product and target
Gamified and social research for consumer-led insight via multi-channel
storytelling.
BRAND CHALLENGES OUR SOLUTIONS
• Brand Activation and • Remote online fieldowrks
Experiential Branding • Online ad hoc communities
• Consumer target • Social & Visual listening
engagement • Gamified Research
• Brand reputation and • Web crawling
sentiment • Netnography, Lifelogging,
• Brand communities Safari
monitoring • Mystery watching
• Mobile research • Consumer Co-creation
• Branded content efficacyCASE [BRAND]: CONTROL
In 2014 Artsana asked baba a research to assess Control web reputation, through a
netnographic analysis about how sex is told online and how Control is perceived
compared to its main competitor Durex
Research problem Methodology Recommendations
Online qualitative research: • Control brand-name is
• To understand how sex strongly linked to
i s t o l d o n l i n e • Crawling on more than 500 condom as a category
(expressions & styles) thousand blogs and more
than 700 among social (i.e. protection), but very
• To identify main topics, networks, forums, poorly or negatively
problems and needs as newsgroups, content associated to pleasure
sex is concerned s h a r i n g a n d
Question&Answering • Durex, on the contrary,
• To assess how Control is websites boosts an always
perceive compared to • Social listening connected social media
Durex and content strategy
• Visual listening focus on pleasure
Re-launch and intensification of Control brand
generated content level linked to pleasureCASE [BRAND]: NIKE+
In 2015 baba developed a desk research based on Instagram, analysing the 100 most
popular pics all-time with hashtag #nikeplus
Research problem Methodology Recommendations
• Collection of most liked • Functional features of
• To understand brand 100 #nikeplus pics and
extension positioning Nike+ brand are
creation of a brand prevalent
positioning map
• To identify values and • Half of most liked
f u n c t i o n s m o s t l y • Most liked accounts and accounts are linked to
ascribed to the brand in posts notations analysis the brand
users perception • • Most frequent hashtags
• Analysis of hashtags next to #nikeplus are
associated to the R u n n i n g , R u n ,
Nikerunning, Runner
#nikeplus hashtag
The brand recalls a shared universe, whose main
features are passion and determinationtrends forecasting and cultural insight
3. anticipate
CULTURE-DRIVEN INNOVATION
We offer country and category specific trends assessment, semiotic
analysis of brand and category discourse, cultural mapping and
scenario analysis to help clients understand how to advance and cross
consumer expectations today and tomorrow.
BRAND CHALLENGES OUR SOLUTIONS
• Brand Stretch • TrendMonitor®
• Brand Portfolio Optimisation • Scenario analysis
• Content Innovation • Semiotic analysis
• Mix leverages fine tuning • Cultural mapping
• Global Brand Strategy • International bench-
• New concepts marking
• Competitive analysisCASE [REPOSITIONING]:
NESPRESSO
In 2011 Nespresso asked baba a research project on the opportunity for the brand to
inspire and manage the evolution dynamics
Research problem Methodology Recommendations
• Semiotic desk analysis on
• Opportunity for a trend the evolution of Nespresso
monitoring system brand identity • The Nespresso mix
includes levers that
• Relationship between • O n - g o i n g o b s e r v a t i o n have concerned all
intended to strategic
brand and innovation quadrants of innovation
platforms building for
• Availability of a Nespresso evolution
consulting force to • W o r k s h o p w i t h F u t u r e • Need to brand renewal
select strategic Brand and Nespresso to according to trends
innovation platforms
develop the strategic
platforms
Brand uniqueness as a suitable asset aligned for
the most upgrading and identifying trendsCASE [EQUITY]: GEOX
In 2010 Geox asked baba for support to update Geox’s breathing promise, looking for a
positioning review (especially about the lack of emotional connotation that was the
“price” of techno-functional USP)
Research problem Methodology Recommendation
Semiotic desk analysis to
validate:
• Lit tle cha ra ct er i ze d • “Inspiration system” as a
• Trends dynamics promise of freedom
brand personality, only
based on USP • Current equity in
relationship with juncture,
new communication tgts • New qualification of
• Brand distance from vs user lifestyle and technicality vs. entrance
prestige, self promotion psospect, evolution in the less presided
and trends areas
positioning design/lifestyle area
• Mix analysis
New image set-up
Partnership Geox - Redbull Racing
Launch of AmphibioxTrend Monitor® Mapping 2017-18
RULING
SIMULATE
SUITING TRANS
RESHAPING MASH UP
CONTINUITY
1. 2.
MODIFICATION TRANSFORMATION
RESISTANCE
INVERSION INVOLVEMENT
INTERRUPTION CHANGE
3. 4.
EXTREME DISCONTINUITY INFINITY
EXTRAREAL CYBER
BACKWARD IMMERSIONTrend Monitor® Targets & Clusters
In partnership with
A COUNTRY BASED WORLDWIDE
CLUSTERING THROUGH ROIALTY’S
ONE TARGET® BIG DATA
Communication targets
vs. Social Data profiling
Twitter/Facebook active
users sampling across
major countries
(N=25-50.000 each)
Clustering via social
profiling through Roialty
social profiling platform
baba TREND MONITOR ® 2017-18brand expression
4. maximize
BRAND DEVELOPMENT
We provide brand activation workshops as a way to bring findings to life
for brand and marketing management teams, creative directors,
research directors, strategic planners and innovation specialists. We
help your team align on credible routes for brand expression and
product innovation.
BRAND CHALLENGES OUR SOLUTIONS
• Brand Stretch • TrendMonitor® scenarios & labs
• Brand Positioning & • Brand Activation Workshops
Expression • Concept Development & Testing
• Identity Guidelines • Naming
• NPD • Strategic Consultancy
• Anticipation scenarios • Anticipation workshopsCASE [TRENDS]: PHILIP
MORRIS
In 2012 Philip Morris Italy requested to baba a deep analysis to focus on Italian society
evolutive trends and the organization of a creative workshop to develop strategic
platforms for two PM Italy key brands
Research problem Methodology Recommendations
• Evaluation of the • Provide elements of
“weight” in Italy of • Trends monitoring uniqueness, that help
global trends • Semiotic and etnographic consumers establishing
analysis their status
• Implementation with an • Trend drives mapping
ad hoc study • Trend workshop • Overall, provide
• Positioning concepts/ consumers experiences,
• Declination of trends on platforms information, stories they
PMI opportunities
can tell
Innovative trends detection and advocacy for
brand devolopmentCASE [STRATEGY]: BUD
In 2009 Heineken Italy asked baba a qualitative research project to evaluate 2008
Budweiser Communication Platform campaign
Research problem Methodology Recommendations
• Evaluation of the new
communication Qualitative approach:
• Implementation of the
strategy
• 6 focus groups in Milan, relationship with
• Evaluation of the media Rome, Bari consumers
strategy
• Two targets: a (18-24 y.o.)
• Coherence with brand b (25-34 y.o.) • Evolution of the strategic
Image
platform
• Evaluation of the new • Strategic workshop
“Quality” Campaign
Re-think & re-establish the integrated image
strategybaba tools
Research products
TREND MONITOR®
Scenario analysis and trend monitoring
www.babaconsulting.comwww.babaconsulting.com
corso Magenta 31- 20123 Milano
baba@babaconsulting.com
Tel. +39.(0)2.83241678
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