Brand Positioning

We help you connect with consumers during challenging times, understand brand perceptions, capitalise on category needs and identify the distinctive assets that drive brand growth.

Own the new drivers of brand success: Expectations, Context and Empathy

Ipsos' vision to building great brands is underpinned by our keys to Unlock Brand Success: shaping Expectations / integrating Context / acting with Empathy.

Contextual Brand Choice is a new brand tool that empowers marketers to drive brand success by understanding and acting on these dimensions: Expectations, Context and Empathy. Context is especially important, as it can account for over 50% of brand choice drivers, depending on the category.

Our Contextual Brand Choice tool goes beyond emotional and functional drivers to determine contextual drivers in the form of behavioral triggers and barriers as well as societal drivers such as environmental impact, diversity & inclusion, and social change – which are extremely relevant to growing your brands in today’s markets.

Contextual Brand Choice helps you address challenges such as:

• How can I reshape expectations in a way that only my brand can meet them?
• How can I integrate societal impact in my brand proposition in an ownable and credible way?
• How can I stretch my brand to more occasions?
• How can I overcome behavioral barriers that stop people from using my brand?

Censydiam

The Censydiam framework delivers a robust understanding of consumers’ emotional and functional needs.

Clients use Censydiam to connect to consumers’ needs and helps to answer business questions such as: How do I optimise my brand’s positioning? How can I maximise opportunities for my portfolio? Are there any unmet needs in the market that I can leverage to drive innovation?

Censydiam Metaphors

Censydiam Metaphors helps you understand consumer motivations and brand perceptions through their reactions to visual cues. It uses a projective technique that assists respondents to produce intuitive responses. This quantitative approach can be added to segmentations, U&As and a host of other studies to capture consumers’ unmet needs, frustrations and challenges.

Brand Positioner. Play a more important role in consumers’ lives.

Brand Positioner helps clients optimise their brand positioning by answering critical brand questions: what category am I really playing in, how can I define a relevant role for my brand to play in people’s lives, and how can I translate my brand positioning into marketing activation? Using multi-choice reaction time to uncover consumers’ underlying brand associations, Brand Positioner delivers a blueprint for how to fuel brand growth by uncovering consumers’ true needs. 
Backed by decades of brand research experience and our validated Censydiam Motivational Framework, we help you address challenges such as:

• What category am I really playing in? Whom am I competing against?
• How can I position my brand in a more optimal way?
• How can I define a relevant role for my brand to play in people’s lives?

Brand Compass

Brand Compass is an agile approach that helps clients determine how their brands should respond to new consumer behaviours and attitudes. Brand Compass delivers:

• A category deep-dive into how consumption is changing (including new rituals and durability of new behaviour)
• Recommendations on new roles for your brand to play
• Virtual activation workshops to prioritise potential brand roles and translate them into marketing activation

Brand Mental Networks

Brand Mental Networks identify mental shortcuts that trigger your brand in the consumer’s mind so you can influence choice. Brand Mental Networks use open-ended questions that can generate natural, spontaneous feedback and help you determine if your brand is positioned the right way and if there are barriers to growth.

Distinctive Brand Assets. Leverage your most impactful brand assets.

Distinctive Brand Assets is a methodology based on Implicit Reaction Time that captures non-conscious associations that consumers make with brand assets in order to identify the distinctive ones that drive brand growth. It can be used to answer business questions such as: do my brand assets reinforce my brand image, are my assets appealing to consumers and unique versus competitors, and what specific steps should I take to optimise my brand assets portfolio? 
Using a behavioral science technique that captures non-conscious associations consumers make with your brand assets – and those of your competitors – this solution helps you answer:

• Do my brand assets reinforce my brand image?
• Are my assets appealing to consumers and unique versus competitors?
• What specific steps should I take to optimize my brand assets portfolio?