Using Behavioral Modeling to Rebrand
Using Behavioral Modeling to Rebrand
A rebrand is a significant undertaking for any business, service, or product. It has costs and benefits.
Let’s, for a moment, put aside the cost-benefit analyses and assume it makes sense for you.
Here is how we make sure the messaging change and positioning are putting your brand in a better position.
Other brand companies want you to trust their experience in your category or the brilliance of their strategists.
Stealing Share has brilliant strategists and broad category experience. However, we want to share with you our science — our tools for making no missteps. Call us and we will tell you how we do it.
We are a different kind of rebranding company. Because our end goal is igniting the brand’s ability to steal market share, we looked at repositioning brands differently.
We carefully examined the human elements in brand development.
This revelation made us embrace behavioral science. To become, in essence, brand anthropologists.
And because this is science and not merely art, we needed a model.
And the model had to be something that could be tested and challenged. As a result, we created our behavioral modeling. It is a tool to measure the intensity and provides the ability to test the importance of those emotional intensities.
As a result, behavior modeling guides our brand development. It is a crucial safeguard during a rebranding project.
If your branding goal is to increase customer preference and grow your market share, know that our brand development process goes beyond theory. Our behavioral model makes rebranding a science. Not an experiment. Call us, and we will explain it in more detail.
You best understand the model itself as brand anthropology. Vastly different than with traditional branding practices.
If you are trying to influence human behavior and increase market share, you need behavior modeling and a better understanding of the human condition. Map it out. And see it in the context of a broader palette than just the confines of your category.
A brand change initiative builds on what works now and incorporates what is happening right now. We start fresh. That means we don’t assume we know everything there is to discover in your target audience.
Our modeling opens the door to understanding your target audiences. It goes deeper and goes beyond just their usage and attitudes.
Plus, you also need to know what your target audiences believe to be true about their lives, values, aspirations, and goals.
The model illuminates these understandings. It weaponizes the brand’s position and meaning to disrupt the current market.
You need to understand better the beliefs that trigger behavior, guide their lives, and direct their purchase decisions.
That is why we developed our behavior modeling. But also, it is a predictive model. It allows us to see the consequences of a new brand meaning on the market. We can visually identify the causes and effects of every nuance in the rebranding strategy.
Traditional brand strategy fails
Emotionally held beliefs encourage preference than the needs and wants of your current brand promise. The model allows us to anticipate and more sharply identify the crucial changes in the brand message. We developed this behavior modeling for finding and isolating those essential beliefs.
Traditional brand messages and corporate brand adjustments seek to exploit a unique selling proposition. The unique selling proposition satisfies a purpose (i.e., get whiter whites with a laundry soap powder).
As a result, brands that aim to steal market share need to be more important to the customer’s sense of self. The beliefs fuel the brand’s position and not just desires. That is how a brand becomes immediately important. It is the secret sauce.
We model the space to understand all the nuances because your brand must reflect the belief systems that direct behaviors and uncover the reasons why someone wants or needs a better laundry result.
We conduct Preceptive Behavioral Modeling sessions, built upon a model for predicting success.
It provides the basis for our research as we are targeting and influencing the market. These precepts command the actions of your target audience.
There is a one-to-one causal relationship between what the customer believes to be true about the world and the purposes (and purchases) that they seek to fulfill in their daily life.
Rebrand to represent what they covet
Human beings naturally seek balance. Your brand must use this naturally occurring power. Your customer and prospect naturally gravitate away from conflict and towards an internal sense of harmony.
This means that they seek to diffuse any conflicts in everything they do and in all the purchase decisions they make.
Conflicts exist between their actions and their belief systems. It comes down to simple physics in the end.
What they believe to be true about the world, in general, creates the purposes they seek to satisfy in specific purchase categories.
Brand strategy is all about permissions. Brand permissions arise from the precepts of your target audience and the purposes that your brand satisfies.
Understanding the ruling precepts when developing a strategy is every bit as important as understanding regional and cultural differences. It means more.
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