Brand Navigator PART OF MARKETING NAVIGATOR Brand Navigator is an integrated, customer-insights solution to support strategic and operational brand positioning and communication decisions
About Brand Navigator Brand Navigator is an integrated, customer-insights solution to support strategic and operational brand management decisions. Created as an interactive platform, it focuses McKinsey s deep marketing and industry expertise on brand driver analysis, enabling companies to monitor and identify the best ways to steer brand performance. Brand Navigator is part of the broader Marketing Navigator suite which covers many dimensions of consumer insights challenges and combines the strengths of its three building blocks : McKinsey s proven methodology, a large group of experts, and a proprietary platform. Proven Methodology Every Brand Navigator engagement can rely on McKinsey s proven methods for measuring and managing brands. In over 70 client projects in the past 5 years, our CI-based branding analyses have generated new ideas and winning strategies for brands. The Brand Navigator solution has been implemented in industries such as beverages, consumer electronics, insurance, and pharmaceuticals. The approach is based on the use of statistical methods to derive the answers from the consumer, with a progressively sharper focus on the drivers (the tangible and intangible image attributes and brand benefi ts) that attract customers to the brand. This is a consulting solution that has been developed with me in mind. Brand Manager, Global Pharmaceuticals Corporation This fact-based approach put order and focus into the way the division looks at the business. Strategic Insights Manager, International Food Producer An Unrivaled Team of Experts Brand Navigator is the result of multiple research initiatives within McKinsey & Company on marketing-related topics. The permanently growing group of marketing and consumer professionals enhances the fi rm s traditional strengths in strategy and organization with deep expertise in branding, customer insights, customer relationship management, pricing, marketing ROI, and sales and channel management. More than 50 experts specialized in the complex fi eld of consumer insights help to set up and conduct market research, challenge existing customer insights, and drive the identifi cation of opportunities for brand growth. Proprietary Platform Brand Navigator s interactive platform generates robust quantitative consumer insights through an easy-to-use graphical interface. This tool automatically recalculates all necessary statistics, based on the selected subsample, enabling companies to analyze the performance of a brand against competitors across countries, product categories, and customer segments. To access this platform, companies only need a commonly used web browser. Secured access, user control, and maintenance are guaranteed.
What Brand Navigator delivers Improving the performance of a brand requires a deep understanding of its most important image attributes and benefi ts. Brand Navigator identifi es current bottlenecks in the brand s purchase funnel, lists important brand drivers for these bottlenecks, and shows the association of each driver with all relevant brands. Brand Navigator delivers tools to address typical challenges brand managers face when analyzing consumer insights : Overfl ow of consumer data; no single data source Long lead times between research and analytical results Lack of fl exibility in how analyses are cut by region, category, or consumer segment Risk of mistakes in statistical analysis, unclear view of sample sizes, and insuffi cient robustness of analyses Deriving brand drivers importance from statements of what is important, rather than from actual customer behavior WHAT BRAND NAVIGATOR PROVIDES Proven Methodology Track how your brands perform by using the interactive platform to run real-time analyses across geographies, products, and customer segments. Greater Productivity Streamline repetitive tasks by using the automated web interface to upload market research data, run customized analyses, and produce graphical outputs that can easily be incorporated into reports to facilitate decision making. Sustainable Improvements Build in-house capabilities and embed best-practice approaches to measure, manage, and upgrade brand performance. http://solutions.mckinsey.com/brandnavigator
Working with Brand Navigator Brand Navigator offers a fl exible solution for the scope and focus of each engagement ranging from a larger branding project to lean insights with basic features only. In each case, the unique combination of McKinsey expertise, proven methodology, and proprietary interactive platform is customized to meet the specifi c needs of the industry, company, and categories. After the engagement, the platform can be used to conduct complementary analyses, to deep dive into subsamples, or to update data over time (with ad hoc expert support) to ensure ongoing success. Working with Brand Navigator is designed to be a structured journey from data to strategy : Analyze a brand s performance in the purchasing process : Compare brand performance against competitors Evaluate and prioritize performance/loyalty gaps Identify brand growth potential Deep-dives on the analyses can be conducted by product segment (premium, mainstream, value), country, consumer segment (sociodemographics, attitudinal segmentation), or any combination of these as long as the sample size is suffi cient. Develop appropriate strategic options to stimulate brand growth based on statistical analysis of brand drivers : Identify the most relevant attributes and brand benefi ts for increasing consumer purchases and loyalty Plot the brand s association with these attributes, compared to competitors, and use different analytical frameworks to help identify effective differentiators Determine the most appropriate touchpoints to communicate these differentiating factors to the right audience : Identify the touchpoints (media or non-media) that resonate best with a target segment and a specifi c message Combine the fi ndings on touchpoints and brand drivers to develop impactful and detailed plans for brand growth at global or local level Brand Navigator gives brand teams the deeper and more distinctive and actionable insights that are needed to craft and execute a winning brand strategy.
Brand Navigator services Brand Navigator provides both an analytical platform and expert services, building on a company s consumer and brand information as well as on McKinsey s proven methods in branding. If required, the Brand Navigator team can also take responsibility for conducting the market research. Interactive Platform Directly accessible and fully web-based interface Automatic updates incorporating the latest methodologies Analysis of raw and aggregated data Ready-to-use visuals of all major results Confi gurable reports tailored to specifi c needs Expert Support Setting up and conducting market research Facilitating management workshops to discuss results and develop recommendations Sharing best practices in brand positioning and communication Helping to identify the most valuable brand growth opportunities,highly relevant brand drivers, and best touchpoints for communication Providing guidance on platform features and functionalities Supporting data updates and continuous monitoring of brand health and performance once Brand Navigator is deployed Analysts and IT Support Confi guring the platform to match company-specifi c requirements Ensuring the appropriate data defi nition and upload of key data (initial set and updates) into the Brand Navigator platform Enabling use of the platform as a continuous monitoring tool (under license) Pursuing ongoing proprietary development with cutting-edge tools to continually deliver best-in-class brand analysis
For more information on Brand Navigator, visit http://solutions.mckinsey.com/brandnavigator or send an email to brandnavigator@mckinsey.com BRAND NAVIGATOR-1007 V01 For more information on McKinsey Solutions, visit http://solutions.mckinsey.com/catalog or send an email to mckinseysolutions@mckinsey.com