Brand Strategy

Every day, shoppers have countless chances to be influenced by brands – yours and your competitors’. Every trip they make to their neighborhood store is an opportunity for you to lose or gain a customer, brand share or category dominance.

Anthem has helped category leaders, global brands, proud national brands and emerging specialty brands create a compelling brand experience on shelf – where consumers vote with their wallets. This is the crucial decision-making axis, where your brand competes to make it into the shopping cart.

How do compelling brand experiences begin? With authentic consumer insights informed by fresh and salient marketplace, category and consumer data. These insights give you permission to think differently about your brand – and to develop a differentiating “big idea.”

From there, Anthem’s strategists work with you to articulate a core positioning that supports your business objectives. We provide intelligent, rational context and articulation. The end result can be evolutionary steps or courageous big leaps. Either way, we deliver world-class branding and design services globally, with flawless execution and brand-activation capabilities.

We offer:

Brand Analysis: Our assessment of category, competitive, consumer and brand data to uncover insights and discover areas of opportunity for the brand that meet your business objectives. Deliverables include:

• Brand analysis
• Consumer analysis
• Competitive analysis
• Brand and consumer research
• Consumer insights

Brand Articulation: The robust articulation of your brand idea, driven from consumer insights, that strategically captures the competitive advantage of the brand and the place it owns in the hearts and minds of consumers. Deliverables include:

• Brand strategy
• Consumer definition
• Consumer need state articulation
• Brand innovation
• Brand architecture
• Portfolio optimization
• Brand innovation
• Brand internalization
• Brand management and stewardship
• Naming and nomenclature
• Brand standards