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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 <strong>McKinsey</strong> 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 <strong>McKinsey</strong>’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
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100720 BN Brochure v01.indd - McKinsey Solutions - McKinsey ...

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