Sales and Marketing

Obtaining a deeper level of customer understanding is the cornerstone of IMG’s work. This ensures that our recommendations and plans are always grounded in the customers’ unique needs and in the realities of the business.

We employ a broad spectrum of analytical tools – primary and secondary research, quantitative segmentation methods, and our own proprietary frameworks – to uncover customer motivations.

A brand is one of the few things a company can own forever. Without patents, technological insulation, or barriers to entry, a company’s brand — the relationship it has with its customers — is one of the few things a company can rely on to extract value over time. The strongest, most enduring brands result from the disciplined alignment of brand strategies and plans with customer requirements.

IMG works with companies from strategy through fully integrated action plans to develop, manage and grow strong brands. We combine strategic thinking, analytical rigor and creativity in establishing powerful brand identities, positionings, and portfolio management opportunities. IMG’s unique approach produces brands that not only resonate with customers, but also drive bottom-line results.

Continuous innovation is the hallmark of great businesses. IMG’s work with best practice innovators has helped identify a discrete set of highly effective, best practice principles and processes that can dramatically improve the chances of new business success.

Building a brand that works – Catching the consumer at the moment of truth

Across industries, more and more companies are exploring strong brands’ secrets for success. The overall aim of strategic brand management is to accumulate brand value and transform it into inimitable, stable brand assets. There are two prerequisites to building and maintaining a valuable brand: a distinct value proposition and persistent andcreative brand communication via the marketing mix.

However, companies often find it difficult to assess the true needs and values of consumers. To create a strong brand, companies must identify consumers’ deep-rooted values and needs by observing their conscious and latent behaviors and desires.

IMG has developed a unique value-based brand management approach called “RFO Branding”.

RFO Branding enables a comprehensive view of brand management. The tool goes far beyond conventional market research because it also assesses consumers’ inner needs. RFO Branding helps to identify various consumer clusters according to their value system. To this end, it analyzes a brand’s intended, projected and perceived value proposition.

Digital reading of content:

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.