little boat"
BEAMS: Brand Equity Assessment and Management System
BRANDS are the immaterial assets of a company
Boggia and his partners, with extensive backgrounds ranging from academic professions to management of large organizations, research and consultancy, specialize in:
- Helping entrepreneurs and managers to discover and enhance the distinctive competences of the brand, and transform them into psychological benefits (brand deliveries) relevant to target customers;
- Aligning the managers who influence the brand life towards the agreed brand trajectory.
EQUITY is the reason to live for a company
Shareholders invest in order to have return on their investments, and managers take decisions to increase the volume of sales and the reputation of the brand.
In the complex and global market in which we operate, it is possible to obtain the two results together only if, -on a day-per-day basis,- the immaterial assets of a brand are implemented in material actions through all the marketing mix leverages.
ASSESSMENT is the starting point of the evolutionary process of any brand
Awareness is the first step... In order to design the brand trajectory for the future ahead it’s necessary to deeply understand similarities and differences in the brand perception(s), inside and outside of the Company.
Boggia and his Partners facilitate interactive workshops in which, -through structured exercises,- managers reach a common ground of purposes and a shared definition of the Brand Positioning Statement.
MANAGEMENT is the implementation of a shared strategy
Everyday business decisions, - from product development to marketing, sales, advertising, logistics, customer service,- influence both the material results (sales) and the immaterial results (desire-ability) of a brand.
The sophisticated and structured BPS (Brand Positioning Statement) becomes the compass and wind-tunnel tool for checking actions to be taken every day.
SYSTEM is the key word of our interactive process
Long term success is based on a set of actions that have to be consistant. Companies often work linear, each function separated from the other, and focused on efficiency.
Consumer behaviour is different: It is complex, apparently irrational, even if logics do exist behind it.
It’s the task of our BEAMS methodology to bring together and reach consensus among all the people that can influence the future life of a brand, arriving to shared decisions on the steps necessary to enhance Brand Equity in the long term.
Advertising Audit
A consulting method designed to define the objectives and monitor the results (qualitative and quantitative) of the advertising activities of an institution, organization or brand.
Output: Creation of a custom unit of measurement; evaluation of diacronic results; actionable suggestions for enhancing performance.
Bid Management
A consulting service for organizations -public institutions and private enterprises,- in the process of choosing new Communication Partners: advertising agencies, media centers, public relations agencies, etc. A transparent and efficient method of evaluation based on a custom-designed scale.
Output: Client Report with synthetic evaluation of offers based on an algorythm agreed beforehand and adapted to the specific communication needs identified in the preliminary phase of analysis, interviews and desk analysis.