Brand auditing for marketers
Fullrun works with in-house marketers who want to refine their messaging, delivering a fast-flowing stream of ideas underpinned by a four-stage research process:
1) We examine business realities and “official” corporate messaging:
- Major iniatives: as your company describes them
- Growth opportunities vs. cash cows: strengths and weaknesses
- Specific sales challenges & customer adoption cycles
2) We then compare “official reality” with the perceptions of key influencers:
- Journalists
- Bloggers
- Social media commentary (from Twitter to bulletin boards)
3) We flush out credibility gaps
- Where are the fault-lines between messaging and reality?
- Where do the risks of negative coverage loom largest?
- Where are you failing to exploit your advantages?
- How does your competitors’ messaging affect you?
4) We offer recommendations for maximizing success
- We recommend the targeting of specific influencers and journalists
- We suggest new lines of messaging, and refine old ones
- We generate practical campaign ideas
Since 2005, Fullrun has worked on messaging and positioning studies involving the following brands:
- 3Com
- BEA Systems
- BT
- Cable & Wireless
- Computer Associates
- Ericsson
- Hewlett-Packard
- Microsoft
- Motorola
- Nokia
- Novell
- Symbian
- Sony
Recent vendor engagements have included:
- Consulting with a newly-appointed comms director engaged in a revamp of her organization’s media relations efforts.
- Working with two non-marketing founders at a start-up to refine their messaging in preparation for a PR account pitch.
If you’re interested in working with Fullrun on a research project, please call Peter Kirwan on 07803 975234, or get in touch via email.