Table XI was in the process of re-branding and felt the need to better understand their customers’ and team members’ perception of their current brand position, deliverables, and benefits in order to help drive their decisions on how to better position their company in the marketplace.
Element212 conducted one-on-one interviews with the key Table XI team members to first gain their insights into the Table XI brand. Next, we interviewed their key clients and lost leads to gain their perspectives and uncover gaps, trends, and opportunities for the Table XI brand positioning.
Element212 developed an online survey to help substantiate our data with the remaining Table XI staff.
We created a Brand InsightsTM report that highlighted the following:
- An overview of Table XI’s strengths, weaknesses, opportunities, and threats
- the gap between the company’s goals and client expectations
- key differentiators
- client buyer’s journey
- process gaps that resulted in lost leads and revenue
Based on the results of the Brand InsightsTM research, we developed a marketing strategy for Table XI designed specifically around our insight data.