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Grow Boldly
 

BRAND STRATEGY

Drive sales and marketing ROI by using data to understand your competitive advantage

After years of acquisitions, name changes and a transforming market, this $300 million distributor had a brand awareness and value proposition problem that was impacting their ability to grow.  They wanted to build a data-driven decision-making system that would help them identify their customers, the best value they could provide and a comprehensive marketing strategy that would drive revenue growth. 

We partnered to do a full brand strategy process – looking internally to employees and externally to customers, competitors and the market. Even as the pandemic hit, the PATH brand and growth strategy insights help this company cut through the noise with a clear focus on agile change, customer value and the best ROI for their marketing resources.

 
 
 
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Client Impact Story

Using data to drive competitive advantage in a changing world

A $300 million distributor client was experiencing brand confusion and growth stagnation.

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Step One

Identify the Opportunity

They wanted data to create a strong competitive position in the market and needed the data to define that advantage.

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Step Two

Find the Solution

Our full brand and growth strategy process - including customer, employee, competitor and market insights – helped this client define their growth markets, the most effective positioning and the best way to invest resources to grow demand.


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Step Three

Take Action

Through a complete rehaul of their marketing department, partnership with PATH on coaching for the marketing team and implementation of an ongoing data-driven decision making system, we helped this organization prepare themselves for the future by driving the transformation into a Strategic Marketing organization.


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Step Four

Understanding Impact

They are using their data-driven insights to recover quickly from 2020 impact and are continuing to drive growth and value for their customers in 2021.

 

Data Defines Direction

Our full brand and growth strategy process - including customer, employee, competitor and market insights – helped this client define their growth markets, the most effective positioning and the best way to invest resources to grow demand.

 
 

KEY INSIGHT ONE

Data is the Differentiator in Times of Crisis

COVID-19 has been a huge disruptor even for companies who have a strong knowledge of their markets and customers. Data is one of the most important resources to leverage to maintain stability during times of great change. Don’t guess what customers want and how they’ve changed – ask them. The relationship will be strengthened just by asking the right questions.

"This Business Responded Well to My Needs During COVID-19"

key insight three

Deep Expertise in Your Field Doesn’t Translate to Strong Awareness of Competitive Advantage

One thing we see across many of our clients is that companies have a tendency to try to communicate all of the amazing things they do – and that can be a miss for customers. Customers are usually very clear about what they want – it takes good customer listening to learn more about your customers and turn that into action more quickly than the competition.

KEY INSIGHT TWO

Employee Perception Can Sometimes Be Worse Than Customer Perception

We are our own worst critics, and sometimes that’s true for businesses as well. In a few key cases, internal perception of customer value doesn’t line up with external perception – and you’re doing better than you thought. This provides a unique opportunity to reward and recognize employees for their work while driving home the value proposition for clients.

 
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Reflection.

Brand and Growth Strategy doesn’t have to be just a creative endeavor or a shotgun approach – you can use data to have laser precision in how to allocate your resources and define your competitive advantage. We have helped businesses manage their initiatives across a spectrum of risk for the past three decades. Data can be the differentiator in driving down your risk and truly seeing the impact of your efforts on both your customer experience and your bottom line. By focusing being great listeners – to the market, your competition, to customer and to your employees – you’ll be more agile in times of crisis and outperform your competition every time.

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