Relationships that Engage and Delight "[bt] | Brand Therapy

What is Brand Therapy?

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We help our clients make better sense of their consumer research, establish a deeper empathy for their customers,

and develop creative marketing platforms that delight, engage, are authentic, and profitable.

We are an insights, strategy and ideas boutique devoted to creating healthy, sustainable brand relationships.

Clients come to us for help with the pressure they feel to…

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  Quickly and effectively translate consumer data into deeper insights about the target and the drivers of their behaviors and perceptions

  Leverage social, technology and cultural trends to define what a brand means in today’s digital and connected world

  More effectively address how people shop today — mixing and matching in-store retail with mobile, multiple-screens, showrooming, reviews, etc.

  Find resonant and relevant lifestyle themes to use as platforms for building better relationships with customers

  Strategically harness digital and social media to drive consumer decision making and promote trial among their peers

  Create unique and compelling content and creative to break through hype and challenge media dominant competitors

They come for expertise and a perspective that’s different.

We offer three programs that yield considerable progress and success…

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Empathic Insights For marketers, the word of the day is “big data.” The thing is, big data needs big context to be truly big useful. We harness empathy to see what the data is really saying and to help our clients build meaningful connections with all their audiences.

Experience Envisioning People and brands swim in a sea of experiences, ranging from digital, to retail, to social, across devices, and more. We identify the dynamics around the relationships brands want with people and develop experience strategies and creative ideas that will win those relationships.

Brand Development Successful brands align and deliver an overall brand experience in a unique and consistent way. We discover truths that underlie and drive what a brand means to people, and we identify principles and frameworks that organize brand building.

We deploy a unique and proprietary set of tools…

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We identify the deep drivers of the consumer relationship and create “requirements” for the kinds of experiences that will be meaningful to people. This disciplined approach serves as a decision framework, ensuring it's not about what's cool, or what's hot right now; it's about what's smart and what works.

Our personas are not like others because they're driven by Empathic Insights. Unlike other versions that just personify an observed norm, ours conjure an empathetic connection with specific individuals that we create. Ours document a connection and become a living framework for making customer data more actionable.

Most journeys are about the consumer behaviors that brands want to see occur. But today, people don't follow consistent paths. Empathy lets us decode this apparent randomness across retail, mobile, and digital. Our journeys reveal opportunities to deliver experiences that satisfy consumers' rational, social and emotional needs.

We create multilayered platforms that match media, message and content to consumers' relationship needs: is mobile being used in the best way possible, with the right messages, to enrich the relationship? is product content? are social properties? This gives media planning purpose and direction, ensuring it’s about engagement, not just a numbers game.

Experience Requirements Design Personas Consumer Journeys Engagement Platforms

We apply deep and varied expertise, enabling us to address the details…

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  The mobile consumer and shopper   Social behavior and status; sharing,

posting, liking, reviewing   Fear of missing out (FOMO)   The power of influencers   Loyalty behavior: perks, benefits,

enlistment and advocacy   Sustainability, green culture, social

responsibility, healthy living   The economy and DIY culture

  Millennials   Recent grads, young professionals   Moms, dads, and parents   Business professionals: travelers,

decision-makers, executives   Tech consumers: students, IT

professionals, pro-sumers   Members of associations and

interest communities   Caregivers

  CPG; consumer products, services   Consumer electronics, computers,

technology; telecom, mobile   Enterprise B2B; small business;

business technology/IT   Pharma, consumer and HCP   Travel and hospitality   Not-for-profits   Loyalty programs; points and miles   Financial services, insurance

Distinct Audiences… Trends and Challenges… Categories and Industries…

…underlying our clients’ complex marketing and branding objectives across the acquisition, engagement, retention, and loyalty spectrum.

We draw upon a rich network of collaborators who think as we do…

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  Creative Direction   Creative Concepting   Brand Design   Corporate Identity, Logos   User Experience Design   Interface Design   Proof-of-Concepts and Prototyping

  Quantitative Research   Social Conversation Analysis   Front-End Coding   Content Management Platforms   POS Platforms   eCommerce integration   Analytics

  Qualitative Research   Internet Strategy   Social Media   Community Management   Digital Media Planning   SEM & SEO   Media Planning and Strategy

Technology… Creative… Marketing…

…all appreciate the importance of a strong strategic foundation and understand the qualitative difference it makes in addressing clients’ problems.

For our clients,

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Our approach, flexibility and experience, coupled with our robust toolkit, uniquely enable us to get at the heart of what drives their brand relationships…

…which is precisely the insight they need to engage consumers, delight customers and

pull away from their competitors.

We create insights that power exceptional experiences…

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Redesigned the NAR’s member site to be more member-friendly.

Personas refined the target for Realtor.org and centered the site experience on enabling realtors. Led strategy, IA and design.

[Empathic Insights & Experience Envisioning programs]

Clarified CARA’s brand strategy, reigniting its sense of purpose.

Leveraged themes of advocacy, wellness, and fairness, to solidify the brand’s value proposition and broaden its appeal to audiences.

[Empathic Insights & Brand Development programs]

Defined the Shortcut$ brand for AOL’s online grocery service.

Shopper persona insights drove the “Surprisingly Simple” brand concept for all creative, including consumer and retail/CPG sales.

[Empathic Insights & Brand Development programs]

Created a world-class CYC site for acquisition and retention.

Tapped into the club’s tradition and passion as core experience pillars. Personas drove feature prioritization. Oversaw site build.

[Empathic Insights & Experience Envisioning programs]

We’ve helped some great companies grow their brands and relationships…

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US Cellular Bayer Chicago Tribune Ritz Crackers Blackberry Hyatt CIMA Levitra CVS National Association of Realtors Monster.com AOL Shortcut$ Delta Airlines Merrill Lynch Subway Heineken Ree bok HumanaOne SIRIUS Satellite Radio Carter’s Tommy Hilfiger Armani Exchange HarrisDirect Altoids Red Dot Cialis New Balance Chicago Yacht Club United MileagePlus Chicago Area Runners Assoc. HP Best Buy Viagra Bahá’í National Center Duracell/P&G Motorola

We’re not an arm’s-length partner…

We can help you create the exceptional relationships you deserve.

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We understand that clients need smart partners they can trust, high-quality collaborators invested in providing more than easy answers and packaged solutions.

We understand that relationships are everything.

"[bt] | Brand Therapy

Esteban González esteban@brandtherapy.us 914.414.7104 Chicago, IL