Strong brands can ask for more …and get it
The persuasive power of a brand is what makes it valuable. Brands exist in people’s minds as intangible mental constructs referred to as brand images and brand perceptions.
Human brains opt for emotionally driven habitual or intuitive decisions over rational deliberation. Strong brands hold sway over this emotional autopilot. They can do more, sell more and charge more.
Being able to build value in your brand is essential, but the journey only starts there. Managing, evolving, monitoring and tracking your brand’s performance – it's power to persuade – is where the value lies.
Human brains opt for emotionally driven habitual or intuitive decisions over rational deliberation. Strong brands hold sway over this emotional autopilot. They can do more, sell more and charge more.
Being able to build value in your brand is essential, but the journey only starts there. Managing, evolving, monitoring and tracking your brand’s performance – it's power to persuade – is where the value lies.
How does TRA apply the art of knowing people to brand?
To know brand, you need to read minds.
Brands exist in people’s minds as intangible mental constructs. Think brand images and brand perceptions. These mental constructs make us feel something toward brands we’re familiar with, they set expectations and influence our opinions. In short, they make promises.
Brands with strong mental constructs make decision-making simpler. Human brains are emotionally driven – not rational – so they opt for habitual or intuitive decisions. Strong mental constructs are easier to remember because they have established neural pathways.
To read how brands show up in people’s minds, you need to know what to measure and how to measure it. It’s a science. To apply science in a way that connects with human emotion, you have to know people. That’s our art.
Brands exist in people’s minds as intangible mental constructs. Think brand images and brand perceptions. These mental constructs make us feel something toward brands we’re familiar with, they set expectations and influence our opinions. In short, they make promises.
Brands with strong mental constructs make decision-making simpler. Human brains are emotionally driven – not rational – so they opt for habitual or intuitive decisions. Strong mental constructs are easier to remember because they have established neural pathways.
To read how brands show up in people’s minds, you need to know what to measure and how to measure it. It’s a science. To apply science in a way that connects with human emotion, you have to know people. That’s our art.
The next generation of brand building
We can help you identify a clear brand narrative, positioning and tone of voice. We call this a Brand Playbook. It’s how we help you measure the equity you’re building for your brand.
Drawing on our leading research, we’ve created a suite of tools to design and maintain a powerfully persuasive brand.
Our toolkit identifies the brand advantage our clients are building vs competitors. We call this Brand Edge.
Our toolkit identifies the brand advantage our clients are building vs competitors. We call this Brand Edge.
Fit
Relevance is for people like me
Trust is a brand I trust
Trust is a brand I trust
Purpose
Clarity really stands for something
Passion is passionate about what they do
Passion is passionate about what they do
Energy
Momentum is really on the way up
Brand Edge is a diagnostic tool. It measures the value of a brand, and the strength of distinctive assets and identifies how to raise a competitive edge.
Then we quantify the persuasive power of your brand vs competitors and identify focus areas to strengthen your brand advantage. To do this, we measure what matters. We call this the next generation of Brand Tracking.
Then we quantify the persuasive power of your brand vs competitors and identify focus areas to strengthen your brand advantage. To do this, we measure what matters. We call this the next generation of Brand Tracking.
Meet our lead
Carl Sarney
Carl has over 20 years of insight industry experience. He specialises in brand and comms strategy with a proven history of effective work for his clients, including several gold awards for advertising effectiveness. His research work has taken him to just about every town in New Zealand. He's conducted research while based in London and spent 7 years as an ad agency planner before joining TRA.
Contact Carl →Clients we have successful
partnerships with in this area.
partnerships with in this area.
Trade Me
Lululemon
Bonds
Anchor
ASB
Coopers
Tower Insurance
Air New Zealand
Honda
Trade Me
Fantastic Furniture
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Insights
There’s no point keeping our smarts locked away. Our content hub ‘Insights’ shares the ideas, frameworks and tools that we utilise in our work.
