Tracking and strengthening a client’s brand

Standing out in a saturated space

Though a first mover in the space, a Silicon Valley company was struggling to compete with major players that followed them into the category.

Understanding position in the category

The Connell Group conducted longitudinal tracking studies in 6 global markets to determine the key factors impacting perceptions of the client’s brand (vs. competition) in the category:

  • Brand funnel engagement metrics
  • Drivers of satisfaction in category
  • Delivery of client vs. competitors on key drivers

Drive a more competitive stance

Our insights revealed several areas where the client was vulnerable to competition, but ultimately the biggest challenge was trying to stay top of mind when the biggest players were backed by seemingly unlimited marketing funds. Regular tracking intervals identified tactics to combat this and led to successes in our client’s course correction to bring their brand to the forefront.

Project Highlights

  • Brand Transformation Strategy
  • Global
  • Quantitative Research
  • Technology

See how we collaborate to help drive our clients' success