Client Context
A global pharmaceutical company needed ongoing insights that could facilitate informed decisions on resource allocation as new competitors entered the space.
The Business Challenge
As competition increased, the brand identified a crucial limitation in their ongoing insights tracker: It focused on what happened last year, not what needed to happen next year. The existing tracker identified a host of attributes where they fell short, but the team couldn’t invest everywhere. They had to make choices, and they had to be right.
Capabilities Applied
- Brand Equity Simulator
- Brand Tracking
- Longitudinal Study
Approach
A straightforward approach would have assessed the relative value of each attribute among the brand’s audience. HawkPartners pushed further to incorporate the evolving competitive landscape and allow the team to pressure-test the impact of potential strategies before investing resources. We built a proprietary Brand Equity Simulator to project the impact of improving different combinations of attributes, taking into account where competitors may invest.
Impact
Using HawkPartners’ Brand Equity Simulator, the team shifted from an “invest where we’re weakest” approach to an “invest where we’ll see most impact” plan of action. Rather than allocating resources based on last year’s data, they can now simulate potential strategies with an eye to the future. Because the Simulator also works for competitive intelligence, the team can project where other brands are likely to invest. As evidence becomes available, they can update these Brand Equity projections and adjust internal strategy accordingly, further future-proofing their strategic capabilities.
