100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...
100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...
100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...
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Brand Navigator<br />
PART OF MARKETING NAVIGATOR<br />
Brand Navigator is an integrated, customer-insights solution<br />
to support strategic and operational<br />
brand positioning and communication decisions
About Brand Navigator<br />
Brand Navigator is an integrated, customer-insights solution to support<br />
strategic and operational brand management decisions. Created as an<br />
interactive platform, it focuses <strong>McKinsey</strong>’s deep marketing and industry<br />
expertise on brand driver analysis, enabling companies to monitor and<br />
identify the best ways to steer brand performance.<br />
Brand Navigator is part of the broader Marketing Navigator suite which covers<br />
many dimensions of consumer insights challenges and combines the strengths<br />
of its three building blocks : <strong>McKinsey</strong>’s proven methodology, a large group of<br />
experts, and a proprietary platform.<br />
Proven Methodology<br />
Every Brand Navigator engagement can rely on <strong>McKinsey</strong>’s proven methods for<br />
measuring and managing brands. In over 70 client projects in the past 5 years,<br />
our CI-based branding analyses have generated new ideas and winning strategies<br />
for brands. The Brand Navigator solution has been implemented in industries such as<br />
beverages, consumer electronics, insurance, and pharmaceuticals. The approach is<br />
based on the use of statistical methods to derive the answers from the consumer, with a<br />
progressively sharper focus on the drivers (the tangible and intangible image attributes<br />
and brand benefi ts) that attract customers to the brand.<br />
“This is a consulting<br />
solution that has been<br />
developed with me in mind.”<br />
Brand Manager,<br />
Global Pharmaceuticals Corporation<br />
“This fact-based approach<br />
put order and focus into the<br />
way the division looks at<br />
the business.”<br />
Strategic Insights Manager,<br />
International Food Producer<br />
An Unrivaled Team of Experts<br />
Brand Navigator is the result of multiple research initiatives within <strong>McKinsey</strong> & Company<br />
on marketing-related topics. The permanently growing group of marketing and consumer<br />
professionals enhances the fi rm’s traditional strengths in strategy and organization with<br />
deep expertise in branding, customer insights, customer relationship management,<br />
pricing, marketing ROI, and sales and channel management. More than 50 experts<br />
specialized in the complex fi eld of consumer insights help to set up and conduct<br />
market research, challenge existing customer insights, and drive the identifi cation of<br />
opportunities for brand growth.<br />
Proprietary Platform<br />
Brand Navigator’s interactive platform generates robust quantitative consumer insights<br />
through an easy-to-use graphical interface. This tool automatically recalculates all<br />
necessary statistics, based on the selected subsample, enabling companies to analyze<br />
the performance of a brand against competitors across countries, product categories,<br />
and customer segments.<br />
To access this platform, companies only need a commonly used web browser.<br />
Secured access, user control, and maintenance are guaranteed.
What Brand Navigator delivers<br />
Improving the performance of a brand requires a deep<br />
understanding of its most important image attributes and benefi ts.<br />
Brand Navigator identifi es current bottlenecks in the brand’s<br />
purchase funnel, lists important brand drivers for these bottlenecks,<br />
and shows the association of each driver with all relevant brands.<br />
Brand Navigator delivers tools to address typical challenges brand managers<br />
face when analyzing consumer insights :<br />
<br />
<br />
<br />
<br />
<br />
Overfl ow of consumer data; no single data source<br />
Long lead times between research and analytical results<br />
Lack of fl exibility in how analyses are “cut” by region, category, or consumer segment<br />
Risk of mistakes in statistical analysis, unclear view of sample sizes, and insuffi cient<br />
robustness of analyses<br />
Deriving brand drivers’ importance from statements of what is important, rather than<br />
from actual customer behavior<br />
WHAT BRAND NAVIGATOR PROVIDES<br />
Proven Methodology<br />
Track how your brands perform by using the interactive platform to run real-time analyses<br />
across geographies, products, and customer segments.<br />
Greater Productivity<br />
Streamline repetitive tasks by using the automated web interface to upload market<br />
research data, run customized analyses, and produce graphical outputs that can easily<br />
be incorporated into reports to facilitate decision making.<br />
Sustainable Improvements<br />
Build in-house capabilities and embed best-practice approaches to measure, manage,<br />
and upgrade brand performance.<br />
http://solutions.mckinsey.com/brandnavigator
Working with Brand Navigator<br />
Brand Navigator offers a fl exible solution for the scope and focus of<br />
each engagement – ranging from a larger branding project to lean<br />
insights with basic features only. In each case, the unique combination<br />
of <strong>McKinsey</strong> expertise, proven methodology, and proprietary interactive<br />
platform is customized to meet the specifi c needs of the industry,<br />
company, and categories. After the engagement, the platform can<br />
be used to conduct complementary analyses, to deep dive into<br />
subsamples, or to update data over time (with ad hoc expert support)<br />
to ensure ongoing success.<br />
Working with Brand Navigator is designed to be a structured journey from data to strategy :<br />
Analyze a brand’s performance in the purchasing process :<br />
• Compare brand performance against competitors<br />
• Evaluate and prioritize performance/loyalty gaps<br />
• Identify brand growth potential<br />
Deep-dives on the analyses can be conducted by product<br />
segment (premium, mainstream, value), country, consumer<br />
segment (sociodemographics, attitudinal segmentation), or any<br />
combination of these as long as the sample size is suffi cient.<br />
Develop appropriate strategic options to stimulate brand growth<br />
based on statistical analysis of brand drivers :<br />
• Identify the most relevant attributes and brand benefi ts for increasing<br />
consumer purchases and loyalty<br />
• Plot the brand’s association with these attributes, compared to<br />
competitors, and use different analytical frameworks to help identify<br />
effective differentiators<br />
Determine the most appropriate touchpoints to communicate<br />
these differentiating factors to the right audience :<br />
• Identify the touchpoints (media or non-media) that resonate best with<br />
a target segment and a specifi c message<br />
• Combine the fi ndings on touchpoints and brand drivers to develop<br />
impactful and detailed plans for brand growth at global or local level<br />
Brand Navigator gives brand teams the deeper and more distinctive<br />
and actionable insights that are needed to craft and execute a winning<br />
brand strategy.
Brand Navigator services<br />
Brand Navigator provides both an analytical platform and expert<br />
services, building on a company’s consumer and brand information<br />
as well as on <strong>McKinsey</strong>’s proven methods in branding. If required, the<br />
Brand Navigator team can also take responsibility for conducting<br />
the market research.<br />
Interactive Platform<br />
<br />
<br />
<br />
<br />
<br />
Directly accessible and fully web-based interface<br />
Automatic updates incorporating the latest methodologies<br />
Analysis of raw and aggregated data<br />
Ready-to-use visuals of all major results<br />
Confi gurable reports tailored to specifi c needs<br />
Expert Support<br />
<br />
<br />
<br />
<br />
<br />
<br />
Setting up and conducting market research<br />
Facilitating management workshops to discuss results and develop<br />
recommendations<br />
Sharing best practices in brand positioning and communication<br />
Helping to identify the most valuable brand growth opportunities,highly<br />
relevant brand drivers, and best touchpoints for communication<br />
Providing guidance on platform features and functionalities<br />
Supporting data updates and continuous monitoring of brand health and<br />
performance once Brand Navigator is deployed<br />
Analysts and IT Support<br />
<br />
<br />
<br />
<br />
Confi guring the platform to match company-specifi c requirements<br />
Ensuring the appropriate data defi nition and upload of key data (initial set<br />
and updates) into the Brand Navigator platform<br />
Enabling use of the platform as a continuous monitoring tool (under license)<br />
Pursuing ongoing proprietary development with cutting-edge tools to<br />
continually deliver best-in-class brand analysis
For more information on Brand Navigator, visit<br />
http://solutions.mckinsey.com/brandnavigator<br />
or send an email to<br />
brandnavigator@mckinsey.com<br />
BRAND NAVIGATOR-1007 V01<br />
For more information on <strong>McKinsey</strong> <strong>Solutions</strong>, visit http://solutions.mckinsey.com/catalog or send an email to mckinseysolutions@mckinsey.com