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How can we extend our brand across multiple
medias?
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| Question: |
Does
our current brand and image extend to the web? What is
different? What is the same? |
| Methods: |
Focus
Groups |
| Response: |
We
worked with the client to prepare screeners and discussion
guides for several customer segments: "die-hard" users, light
users and competitive users. A dozen focus groups were
held to probe variations among the groups and to create the
requirements for a consistent brand across different delivery
media. |
| Impact: |
Critical brand elements for long-term
development were defined. Suggestions
for immediate implementation were created and are now used on an
on-going basis. |
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©2002
Arundel Street Consulting, Inc.
tom@arundelstreet.com
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