These advisors undertake a holistic
analysis of a business, using a research-based, 360-degree assessment of the
potential value of the branded assets that
is predicated on a number of key steps.
First, a retailer must gather all the
communication vehicles from the
company’s performance pinnacle to
the present, including advertising,
editorial coverage, and customer
testimonials, to understand precisely
how the company was positioned,
discover what worked, and analyze
what, if anything, changed to soften
the perception of the brand in the
marketplace. Records should be searched
for strategy documents that may reveal
how and why decisions were made.
Nuggets of brilliance may exist that
could be used to reposition the brand.
Second, qualitative research must be
conducted to understand where the
brand once lived in the hearts and
minds of key supporters. Certain levers
may remind customers what they
once loved about the retail brand and
what might draw them back again.
Third, assessing a brand’s potential
value also requires consideration of
the motives of uninitiated consumers.
By identifying drivers of customer
demand and key competitors, points
of parity and possible differentiation
will emerge that may inform a
rebranding effort or valuation analysis.
Fourth, after these steps are completed
and the brand intelligence is analyzed,
the retailer purchaser must assess
how a concerted brand strategy
might expedite and augment larger
restructuring initiatives and goals.
A Brand is a Story
Once a brand strategy is formulated, a
contemporary “brand narrative” must
be implemented to enable customers,
old and new, to reimagine the brand.
A brand narrative is comprised of
several elements that, when repeatedly
expressed, collectively tell an updated
story. Key elements could include:
reminds the public what the brand
once stood for, where it is today,
and what its future aspiration is.
determines the personality and
tone for all communications.
or three essential features of the
brand and the benefits customers
derive from choosing it.
words helps customers understand
the core essence of the brand.
These elements can be linked or appear
independently in a myriad of outlets,
including social media, retail locations,
traditional advertising, press releases,
PowerPoint presentations, trade shows,
and even verbal communications
by employees. Regardless of the
communications outlet, a contemporary
brand narrative should be consistent,
compelling, and unique.
Twinkies provides a nice example
of the successful articulation of a
reintroduced brand narrative. The private
equity companies that purchased the
Hostess brand relaunched Twinkies
on a single day in July, coordinating
displays, social media, and advertising,
among other outlets. The tagline is “The