what we do
We've worked right at the coalface with many iconic brands, so we understand the difference between theory and practice when it comes to insight. We are about practical application, not just clever reportage. We understand what works and the brand intelligence we sniff out aims to provide a clear strategic direction, and an effective brand springboard for your business.
Brand strategy is, in essence, the search for precise direction in unfamiliar terrain. And in finding that direction we like to use three carefully selected co-ordinates: consumer data, market data and brand data - which are all interdependent when it comes to creating strong brand ideas.
Our offer therefore spans three areas of expertise for you to draw on.
1. cultural deep dives
Human beings are our passion. We’re classic curtain-twitchers. We love sitting down with a cuppa and chewing over life and the universe with the real people we meet on our projects; we get to the bottom of what makes them tick; we listen to how they would like to be heard and represented; how your brand can best serve them. Every cultural deep dive we do will help define your unique brand space.
2. market gap spotting
We spotted that the gin explosion was on its way in 2005 in a Spirits sector trawl for a global drinks company. We advised that premium gin was the place to develop and invest in. We're kicking ourselves now that we didn't buy a gin still. At Salt of the Earth, we look for the nascent trends and gaps in any given market; what’s coming up and where your brand can look to play.
3. big brand thinking
This is our stock in trade. We work to balance your big data with colourful qualitative insight when it comes to brand positioning. Using techniques from segmentation to semiotics to behavioural psychology, we will find your brand’s edge; the sweet spot where culture and market dynamics meet and where it is set for success. Brand positioning, architecture, NPD and communications are our skillset.