Our thinking on Branding
At The Value Engineers, unlike some marketing service companies, we take a truly brand-centric approach. It can be too easy to focus solely on the current needs of consumers. We believe you must also consider your own brand’s vision and values, your organisation’s business mission and capabilities and the competitive brandscape. We are consumer-fed, not consumer-led. Brands should be power sources not mere mirrors: they need to engage their people, not just their consumers.
For us successful brands create and manage meaning. That’s what makes them not only one of the largest social phenomena of the 20th and 21st centuries, but also the biggest value creators in modern economies.
Our clients come to us to help them realise the full potential of their brands. How do I leverage my brand’s current equity to successfully enter new markets? How do I revitalise my aging brand? How do I manage and structure my expanding portfolio? How do I differentiate my offer against increasing competition?
Over the last 25 years we have created big global brand “ideas”, restructured masterbrand portfolios, repositioned brands with new compelling new propositions and developed brand extension strategies for some of the world’s most powerful and enduringly profitable brands.
We know our brand onions, our brand keys, our brand pyramids… but we have also helped create bespoke and leading-edge brand models for clients, which incorporate our innovative thinking on brand positioning and proposition development.
We’re proud to have worked on and contributed in some small way to the success of so many of the most famous global brands.
What makes us different?
- A brand-centric approach informed but not led by consumers or customers
- Flexible and adaptable: we have created and worked with a wide variety of brand models
- Not just processes and tools but bespoke thinking
- Understanding the important differences between a positioning and a proposition; a value and a personality
What our clients think
“I am delighted with the work which you have produced. I know how much work you have put in over the past few weeks, under tight deadlines to get us here. I am not just referring to the positioning concepts you created, but the preparation for the workshop, which ensured we had rich stimulus to work with, and the energy and commitment you have shown. On top of that we have all really enjoyed working with you.”
Kathryn Swarbrick, Global Brands Director, Heineken