Bringing together objective analysis and broad experience to help clients create and manage great brands.
Digital technology has loosened control over brand messages by creating new media channels and social networks. Mergers and acquisitions create overlapping brands within brand portfolios. And the relationships between brands and their customers have now become more open-ended as online discussions extend the brand experience after purchase.
To help manage this complexity and power growth through digital advantage, we bring together deep data analysis and broad experience to take the uncertainty out of the branding process and help clients create great brands.
What We Do?
McKinsey’s branding group combines proven techniques (qualitative as well as quantitative methods) with deep experience (case studies, reference cases) to help clients create distinctive brands and lucid brand architectures.
We serve the world’s leading brands in five primary areas:
Making brands matter. We help companies define the benefits and experiences that make brands relevant, distinctive, and credible to customers, and develop strategies to differentiate brands through superior positioning relative to competitors. This frequently means repositioning established brands to better meet customer needs.
Making brands matter. We help companies define the benefits and experiences that make brands relevant, distinctive, and credible to customers, and develop strategies to differentiate brands through superior positioning relative to competitors. This frequently means repositioning established brands to better meet customer needs.
Making brands matter. We help companies define the benefits and experiences that make brands relevant, distinctive, and credible to customers, and develop strategies to differentiate brands through superior positioning relative to competitors. This frequently means repositioning established brands to better meet customer needs.
