There is no such thing as one market - or for that matter one culture. Today's markets consist of several tribes - and within them micro-tribes, all with swiftly changing believes, values and relations to the organisation’s offer.
By detecting these tribes and map their preferences, one can better match the coherence between customer value and brand offer.
market & user insights
Tribal Close Up
- user or market knowledge.
Tribal Close Up is a method we use to get a better understanding of users or customers. A Tribal Close Up starts by defining the situation - observing and asking questions, in order to get relevant information - e.g. mapping the users or customer values and preferences.
What believes are dominating? What hidden needs are unmet? How do they relate to your service, product or organization? These are some of the questions that are under scrutiny and analyzed.
By really understanding the persons you want to reach, one can better address issues and support processes, in order to be on the right track.
We help you achieve knowledge and insights by conducting a Tribal Close Up.
- the act of choosing a path - and sticking to it.
Imagine your organization as a ship - small or big. The crew is your organization, the cargo your offer, the harbors your market, the sea your challenge, the other vessels your competitors - got the picture?
In order to take you where you want to go, you set your route, map your plans, adjuste your instruments and inspire the crew. You hoist your sails! Nothing happens – where´s the wind?
In this metaphor the wind is the communication.
It´s the wind that will help you embark on your voyage, supporting your business strategy. It´s the wind that will make the internal processes works and take you to the markets.
In Strategic Communication we determine what to say, how to say it, as where and when to say it.
Brand vs Customer Values
- perfect match?
Brand values is meant to reflects the brands inner "soul"– its meta values. Values that reflect not only what the product or service stands for but also the price people are willing to pay. In a best case scenario a brand´s value equals the value users acknowledge. It´s said that "diamonds last forever" - however most over products or services don´t.
Values need to be constantly up-dated and re-positioned due to fact that trends as preferences changes. Terminology also changes, in both it´s significance as its meaning. In order to adress your offer with the correct values you have to review your brand values with the markets values. In Brand vs Customer Values we conduct quality studies to find out where values meet or disagree, analyze users and customers preferences, as well as helping out positioning your offer.
- marketing from three perspectives.
ARCTM is our own method in order to understand and reaching out to a market. ARC is an abbreviation for Antropology, Rhetoric and Communications. Antropologhy is the understanding of man and human cultures. Rhetoric is the art of communication - being convincing and persuasive. The C stands for Communication, setting up a strategy that supports the overall business strategy. ARCTM is in other words a full coverage of understanding target groups, addressing a market and how to operate on the designated market.
ARCTM is a tool that gives you the full picture, three perspectives that gives the pre-requisite to develop strategies in order to enter a new market, finding new areas or segments.
ARCTM is either offered as a full qualitative studie or as a two day internal work shop.