100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...

Brand Navigator
PART OF MARKETING NAVIGATOR
Brand Navigator is an integrated, customer-insights solution
to support strategic and operational
brand positioning and communication decisions

About Brand Navigator
Brand Navigator is an integrated, customer-insights solution to support
strategic and operational brand management decisions. Created as an
interactive platform, it focuses McKinsey’s deep marketing and industry
expertise on brand driver analysis, enabling companies to monitor and
identify the best ways to steer brand performance.
Brand Navigator is part of the broader Marketing Navigator suite which covers
many dimensions of consumer insights challenges and combines the strengths
of its three building blocks : McKinsey’s proven methodology, a large group of
experts, and a proprietary platform.
Proven Methodology
Every Brand Navigator engagement can rely on McKinsey’s proven methods for
measuring and managing brands. In over 70 client projects in the past 5 years,
our CI-based branding analyses have generated new ideas and winning strategies
for brands. The Brand Navigator solution has been implemented in industries such as
beverages, consumer electronics, insurance, and pharmaceuticals. The approach is
based on the use of statistical methods to derive the answers from the consumer, with a
progressively sharper focus on the drivers (the tangible and intangible image attributes
and brand benefi ts) that attract customers to the brand.
“This is a consulting
solution that has been
developed with me in mind.”
Brand Manager,
Global Pharmaceuticals Corporation
“This fact-based approach
put order and focus into the
way the division looks at
the business.”
Strategic Insights Manager,
International Food Producer
An Unrivaled Team of Experts
Brand Navigator is the result of multiple research initiatives within McKinsey & Company
on marketing-related topics. The permanently growing group of marketing and consumer
professionals enhances the fi rm’s traditional strengths in strategy and organization with
deep expertise in branding, customer insights, customer relationship management,
pricing, marketing ROI, and sales and channel management. More than 50 experts
specialized in the complex fi eld of consumer insights help to set up and conduct
market research, challenge existing customer insights, and drive the identifi cation of
opportunities for brand growth.
Proprietary Platform
Brand Navigator’s interactive platform generates robust quantitative consumer insights
through an easy-to-use graphical interface. This tool automatically recalculates all
necessary statistics, based on the selected subsample, enabling companies to analyze
the performance of a brand against competitors across countries, product categories,
and customer segments.
To access this platform, companies only need a commonly used web browser.
Secured access, user control, and maintenance are guaranteed.

What Brand Navigator delivers
Improving the performance of a brand requires a deep
understanding of its most important image attributes and benefi ts.
Brand Navigator identifi es current bottlenecks in the brand’s
purchase funnel, lists important brand drivers for these bottlenecks,
and shows the association of each driver with all relevant brands.
Brand Navigator delivers tools to address typical challenges brand managers
face when analyzing consumer insights :
Overfl ow of consumer data; no single data source
Long lead times between research and analytical results
Lack of fl exibility in how analyses are “cut” by region, category, or consumer segment
Risk of mistakes in statistical analysis, unclear view of sample sizes, and insuffi cient
robustness of analyses
Deriving brand drivers’ importance from statements of what is important, rather than
from actual customer behavior
WHAT BRAND NAVIGATOR PROVIDES
Proven Methodology
Track how your brands perform by using the interactive platform to run real-time analyses
across geographies, products, and customer segments.
Greater Productivity
Streamline repetitive tasks by using the automated web interface to upload market
research data, run customized analyses, and produce graphical outputs that can easily
be incorporated into reports to facilitate decision making.
Sustainable Improvements
Build in-house capabilities and embed best-practice approaches to measure, manage,
and upgrade brand performance.
http://solutions.mckinsey.com/brandnavigator

Working with Brand Navigator
Brand Navigator offers a fl exible solution for the scope and focus of
each engagement – ranging from a larger branding project to lean
insights with basic features only. In each case, the unique combination
of McKinsey expertise, proven methodology, and proprietary interactive
platform is customized to meet the specifi c needs of the industry,
company, and categories. After the engagement, the platform can
be used to conduct complementary analyses, to deep dive into
subsamples, or to update data over time (with ad hoc expert support)
to ensure ongoing success.
Working with Brand Navigator is designed to be a structured journey from data to strategy :
Analyze a brand’s performance in the purchasing process :
• Compare brand performance against competitors
• Evaluate and prioritize performance/loyalty gaps
• Identify brand growth potential
Deep-dives on the analyses can be conducted by product
segment (premium, mainstream, value), country, consumer
segment (sociodemographics, attitudinal segmentation), or any
combination of these as long as the sample size is suffi cient.
Develop appropriate strategic options to stimulate brand growth
based on statistical analysis of brand drivers :
• Identify the most relevant attributes and brand benefi ts for increasing
consumer purchases and loyalty
• Plot the brand’s association with these attributes, compared to
competitors, and use different analytical frameworks to help identify
effective differentiators
Determine the most appropriate touchpoints to communicate
these differentiating factors to the right audience :
• Identify the touchpoints (media or non-media) that resonate best with
a target segment and a specifi c message
• Combine the fi ndings on touchpoints and brand drivers to develop
impactful and detailed plans for brand growth at global or local level
Brand Navigator gives brand teams the deeper and more distinctive
and actionable insights that are needed to craft and execute a winning
brand strategy.

Brand Navigator services
Brand Navigator provides both an analytical platform and expert
services, building on a company’s consumer and brand information
as well as on McKinsey’s proven methods in branding. If required, the
Brand Navigator team can also take responsibility for conducting
the market research.
Interactive Platform
Directly accessible and fully web-based interface
Automatic updates incorporating the latest methodologies
Analysis of raw and aggregated data
Ready-to-use visuals of all major results
Confi gurable reports tailored to specifi c needs
Expert Support
Setting up and conducting market research
Facilitating management workshops to discuss results and develop
recommendations
Sharing best practices in brand positioning and communication
Helping to identify the most valuable brand growth opportunities,highly
relevant brand drivers, and best touchpoints for communication
Providing guidance on platform features and functionalities
Supporting data updates and continuous monitoring of brand health and
performance once Brand Navigator is deployed
Analysts and IT Support
Confi guring the platform to match company-specifi c requirements
Ensuring the appropriate data defi nition and upload of key data (initial set
and updates) into the Brand Navigator platform
Enabling use of the platform as a continuous monitoring tool (under license)
Pursuing ongoing proprietary development with cutting-edge tools to
continually deliver best-in-class brand analysis

For more information on Brand Navigator, visit
http://solutions.mckinsey.com/brandnavigator
or send an email to
brandnavigator@mckinsey.com
BRAND NAVIGATOR-1007 V01
For more information on McKinsey Solutions, visit http://solutions.mckinsey.com/catalog or send an email to mckinseysolutions@mckinsey.com