What We Do
The most successful brands are truly iconic. They succeed in connecting with consumers’ most fundamental needs to build strong and enduring bonds. LRW’s approach to deep human understanding through Pragmatic Brain Science®, validated brand frameworks, and leading-edge analytics offers insights into the best ways to build brand awareness, brand health, strong brand identity, and brand loyalty.
Problems We Solve
We use custom research and cutting-edge techniques to help the world’s top companies define, develop, position, and track their brands to ensure continuous growth.
Identify what equities or perceptions set your existing brand apart from competitors in the minds of consumers. Determine how important, differentiating, and defensible your strengths are, how dangerous your weaknesses may be, and identify white space to extend your brand.
Measure the sensory elements (logos, characters, etc.) that your brand uniquely owns within your category. Identify your iconic assets that trigger non-conscious associations when they are seen or heard, and develop strategies to enhance their perceptions in the market.
Brand Health Tracking
Give your brand a physical, assessing the key indicators of its health and robustness. Periodically measure how this health relates to key elements of your positioning and monitor the impact of media spending and marketplace events on its overall health.
Understand the relationship between your master brand and its sub-brands. Determine how equities flow from one to the next and determine where to invest your brand-building efforts to create maximum impact across your brand portfolio.
Determine which market segments to serve with each of your brands to minimize cannibalization and maximize reach. Optimize your marketing mix across your entire portfolio to drive growth.
Determine the categories most appropriate and permissible among your key customer groups to launch brand extensions. Through a combination of direct and indirect measurements, determine how to adapt messaging to gain more support for less obvious extensions.