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Head-Nod
Tel Aviv, ישראל
פרילנסר
הזמן לפרויקט
אודותינו
Head-Nod is a full-service brand planning consultancy, offering services such as research design, target segmentation, competitive analysis, brand communications planning and strategic brief development. Head-Nod is dedicated to helping Israeli companies and non-profit organizations compete at home and overseas by working with them to define their products and services as brands, and developing communications plans to deliver targeted, values-based messages. Please visit www.head-nod.net
Head-Nod can help you get your brand a head-nod. It doesn’t really matter whether or not you have begun to think about your product as a brand yet. Head-Nod will start to think about how you can communicate with your audience so as to elicit a head-nod (or increased sales, however you prefer to think about it!) as soon as possible. Head-Nod does not need to scrap all of your current efforts. Instead, we will analyze your current communications platform and determine how to optimize it so that it gets better reception by your target. Head-Nod can provide you with a more pointed, more accurate, more meaningful, benefits-driven communications platform for your brand.
Brand Assessment (SWOT)
A SWOT (Strengths, Weaknesses, Opportunities & Threats) Analysis is the best place to start to assess your brand and how it is currently faring in the marketplace. This analysis takes into account all dynamics, not just those immediately connected to marketing activities. For example, level of financing, parity products/brands, order to market, consumer behavior, federal legislation—these are all dynamics that can affect the health of your brand. Acknowledging these dynamics, making accommodations for them if necessary, and incorporating them into your brand strategy is an essential aspect of successful brand planning.
Qualitative and Quantitative Research Design
There’s an old adage about market research that goes “garbage in, garbage out.” If you don’t ask the right questions or you don’t know what you are trying to find out, you can do highly sophisticated research that will yield data you can’t use. We will spend a lot of time before we jump into expensive research figuring out exactly what we don’t yet know about your consumers or competitors. That way, we can ensure that the data output from your research is utilizable and helpful.
Target Segmentation
Perhaps you know that there are three potential targets for your brand—but do you know more about each target than their demographics? Using a combination of market knowledge, research inputs and common sense, we can help analyze your target audience to better understand how they differ from each other psychographically as well as demographically. This becomes an important tool for creating the right messaging and brand positioning that gets a deep head-nod from each and every audience because they feel like they are being uniquely addressed.
Competitive Analysis
Do you know enough about your competition? Do you know how they are positioning themselves? Do you have a sense of where your area of opportunity may be or whether you are walking trodden ground? We will invest a significant amount of time mapping out your competition against the key criteria in order to understand what messages your target audience are already hearing and where you might best be able to position your brand for maximum effect.
Brand Communications Planning
Once we understand enough about your brand, your competition, your target audiences, and any other important brand dynamics, we will begin to develop brand goals and communication goals. (These two are often confused but they are in fact distinct sets of goals). Based on these goals, we can determine the most appropriate marketing vehicles to use to reach your goals. It could be one vehicle, such as PR, and it could be a mix of PR and advertising or direct marketing. We will determine which will best achieve your goals.
Strategic Briefs
Getting to the right creative (written word, advertising, collateral materials) starts with a well-devised brief. The brief should capture the essence of your brand with a single-minded strategic thought that will form the key pillar of the final creative. While many thoughts and ideas can go into the body of the brief, the strategy or positioning boils these thoughts down into one coherent idea. This allows the creative team to develop an incisive, pointed and powerful vehicle for your brand message.
Project Management (Advertising Agency, Research Facility, PR Company)
Managing the various partners you will need to work with to carry out a successful marketing campaign can be not only time-consuming and demanding, but requires a firm commitment to strategy. Head-Nod can help you manage these partners to ensure that there is strategic commitment from the beginning to the end of the process. Head-Nod’s experience working in advertising and research environments translates into an ability to manage a process as if from the inside, rather than as a “client.”
Giovanna Blackston has worked for ten years in New York advertising agencies and most recently at Coca-Cola North America in the capacity of advertising manager for Sprite, Diet Coke and Fanta.
Please contact me for details
Head-Nod can help you get your brand a head-nod. It doesn’t really matter whether or not you have begun to think about your product as a brand yet. Head-Nod will start to think about how you can communicate with your audience so as to elicit a head-nod (or increased sales, however you prefer to think about it!) as soon as possible. Head-Nod does not need to scrap all of your current efforts. Instead, we will analyze your current communications platform and determine how to optimize it so that it gets better reception by your target. Head-Nod can provide you with a more pointed, more accurate, more meaningful, benefits-driven communications platform for your brand.
Brand Assessment (SWOT)
A SWOT (Strengths, Weaknesses, Opportunities & Threats) Analysis is the best place to start to assess your brand and how it is currently faring in the marketplace. This analysis takes into account all dynamics, not just those immediately connected to marketing activities. For example, level of financing, parity products/brands, order to market, consumer behavior, federal legislation—these are all dynamics that can affect the health of your brand. Acknowledging these dynamics, making accommodations for them if necessary, and incorporating them into your brand strategy is an essential aspect of successful brand planning.
Qualitative and Quantitative Research Design
There’s an old adage about market research that goes “garbage in, garbage out.” If you don’t ask the right questions or you don’t know what you are trying to find out, you can do highly sophisticated research that will yield data you can’t use. We will spend a lot of time before we jump into expensive research figuring out exactly what we don’t yet know about your consumers or competitors. That way, we can ensure that the data output from your research is utilizable and helpful.
Target Segmentation
Perhaps you know that there are three potential targets for your brand—but do you know more about each target than their demographics? Using a combination of market knowledge, research inputs and common sense, we can help analyze your target audience to better understand how they differ from each other psychographically as well as demographically. This becomes an important tool for creating the right messaging and brand positioning that gets a deep head-nod from each and every audience because they feel like they are being uniquely addressed.
Competitive Analysis
Do you know enough about your competition? Do you know how they are positioning themselves? Do you have a sense of where your area of opportunity may be or whether you are walking trodden ground? We will invest a significant amount of time mapping out your competition against the key criteria in order to understand what messages your target audience are already hearing and where you might best be able to position your brand for maximum effect.
Brand Communications Planning
Once we understand enough about your brand, your competition, your target audiences, and any other important brand dynamics, we will begin to develop brand goals and communication goals. (These two are often confused but they are in fact distinct sets of goals). Based on these goals, we can determine the most appropriate marketing vehicles to use to reach your goals. It could be one vehicle, such as PR, and it could be a mix of PR and advertising or direct marketing. We will determine which will best achieve your goals.
Strategic Briefs
Getting to the right creative (written word, advertising, collateral materials) starts with a well-devised brief. The brief should capture the essence of your brand with a single-minded strategic thought that will form the key pillar of the final creative. While many thoughts and ideas can go into the body of the brief, the strategy or positioning boils these thoughts down into one coherent idea. This allows the creative team to develop an incisive, pointed and powerful vehicle for your brand message.
Project Management (Advertising Agency, Research Facility, PR Company)
Managing the various partners you will need to work with to carry out a successful marketing campaign can be not only time-consuming and demanding, but requires a firm commitment to strategy. Head-Nod can help you manage these partners to ensure that there is strategic commitment from the beginning to the end of the process. Head-Nod’s experience working in advertising and research environments translates into an ability to manage a process as if from the inside, rather than as a “client.”
Giovanna Blackston has worked for ten years in New York advertising agencies and most recently at Coca-Cola North America in the capacity of advertising manager for Sprite, Diet Coke and Fanta.
Please contact me for details
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