Morar Brand Tracker+ › collateral › Introduction to Morar (Greenbook.org...the benefits of rebranding in order to stand out in an increasingly crowded, generic market. We uncovered

Morar Brand Tracker+Prepared for Greenbook.org

January 2016

© Morar Consulting Private & Confidential Page 2

Contents

Hello. Thank you for giving us this opportunity to introduce ourselves to you.

Over the next few slides we’d like to tell you a little more about how we think

we could help you.

The topics covered in this document:

1. Introduction to Morar

2. Morar & brand tracking

3. Case studies

1. Introduction to MorarWho we are & what we do


Morar –Who we are

Background

Founded in 2005 by Roger Perowne and Alistair Cunningham – now

part of the Next 15 Group. With headquarters in London and offices

operating in New York & San Francisco.

Capabilities

A team of over 25 consultants, analysts & developers delivering

research insight, brand strategy & creation. Morar use proprietary

software to run research, collect data and form insights.

Experience

Currently work with 100+ companies to grow the value of their

brands and their businesses.

CLIENTS

INCLUDE


How we help our clientsOur work covers five key areas

… Monitoring

performance and

opportunity spotting.

Brand

Tracking

… evaluating employee

advocacy, commitment &

alignment.

… For strategic

management and decision

making.

… Innovation, products &

services and comms

testing.

… Commercial and brand

strategy and activation.

Employee

Sentiment

Tailored

Research

Proposition &

Brand Research

Planning &

Implementation

Insight Focus Action Focus

A L E A P OF I N S I G H T

2. Morar and Brand TrackingOur approach to brand tracking


Brand Tracking

We offer a comprehensive approach to measuring brand performance and full in-house visibility over the project lifecycle:

A short introduction to brand tracking at Morar

4

Brand dashboards

3

Consultancy

2

In-house technology

1

Brand tracking model

5

Partnership

Our brand tracking model was

built by experienced brand

professionals, designed to

uncover strategic insights that

are relevant and actionable

within a competitive context –

we work closely with you to

refine and optimise this model

At Morar we manage the entire

research process through our

own proprietary software

platform. Our consultants take

the research from data

collection to analysis to delivery

– it’s a seamless, faster and more

efficient way to do research

We have seen too many

research reports that are long

and unwieldy, lacking in both

clarity and direction. At Morar

our consultants get close to

your business and your data

(whatever the source) to pull

together truly actionable

recommendations

We offer highly visual, bespoke

online dashboards which we

build internally from the ground

up. We have found that this

method of delivery can be really

effective at embedding findings

within organisations across

different markets and teams

We love building long-term

partnerships with our clients –

we think it’s the best way to

work and it also ensures the

brand tracker continues to be

relevant and focused strategically

over time.


Key stakeholder interviews. Desk

research / review of research

previously carried out

Communications and media

channel evaluation

Client branded online survey

Uses incentives

Hard link to customer CRM data

e.g. customer history, number of

users, location

Customer franchise &

brand experience

Morar branded online survey

Paid panelists

All brands in the market

benchmarked

Client customer incidence rate

equivalent to market share

Client branded online survey

Evaluation of employee

engagement drivers, operations,

career and brand performance

Hard link to behavioral metrics

e.g. staff turnover, hours of

training etc.

Competitive

benchmarking &

relative brand strength

Employee advocacy,

commitment &

alignment

CUSTOMER

SURVEYMARKET SURVEY EMPLOYEE SURVEY

Customer lifetime value

focus

B R A N D T R A CK E R +

Customer acquisition

focus

Employee retention &

acquisition focus

Brand Tracking ModelOur brand tracker covers all areas of the brand + consultancy

BRAND

IMMERSION

Stakeholder &

secondary research

Action planning focus

P R E


What makes Morar different?


1. ConsultancyActionable insights rather than data drops

Consultancy, analysis, interpretation

CUSTOMER SURVEY MARKET SURVEY EMPLOYEE SURVEY

B R A N D T R A CK E R +

EXTERNAL SOURCES I.E. OTHER AGENCIES, CRM & PREVIOUS RESEARCH

Outcome

Our approach at Morar means that

we never just drop data on our

clients. Instead we interpret and

analyse findings and turn them into

actionable insights. We value long

term partnerships built on insight

and a deep understanding of the

companies we work with.


2.Technology

We use our proprietary software to create a visually engaging and enjoyable survey for respondents.

With careful routing and design we can take respondents through a relevant interview where they can provide scores as well as verbatim comments.

Further, using our software to house the questionnaires, gather the data and analyse the results safeguards data being “lost in translation” and also saves several day’s total project time.

Driven by in-house survey technology

Interface can easily be branded for client

customer and employee surveys, if required.

Multi-device access enables a wider range of audiences to give feedback.


3. Brand Dashboards

We develop simple and actionable

brand measurement frameworks that

capture and structure the measures

of brand performance that are most

aligned with long term business

performance.

We have a wealth of experience in

building bespoke brand measurement

frameworks in a range of industries.

We provide clients with bespoke

digital dashboards to allow them to

have a ‘live’ view of performance,

ensuring our work reaches deep

inside organisations.

Bespoke research platforms

We are increasingly using bespoke online Dashboards to embed findings

into organisations.


We are audience consultants, using our assets to let you talk to the right

people, including our own in-house panel Crowdology™

In over 75

countries

Access to 20

million+ online

respondents

(including our

own Crowdology

panel)

All with several

hundred data

points

Top 5 markets

5m

1m1m

1m

0.75m

0.75m

4. Online panelA panel audience with global reach

3. Case StudiesA few examples of our work in brand tracking


BR

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BURBERRY

Burberry

Putting the consumers voice

at the heart of the business.

ChallengeTo understand what drives consumers

towards Burberry. To understand the brand

image, and how that changes over time.

Ultimately providing clear direction for

strategy.

Our ApproachWe set up a monthly brand tracker to collect

brand health data in Burberry’s key global

markets.

From this data we created an live brand

dashboard to monitor performance, and distill

each wave’s findings into a set of stories for

board level decision makers. Behind the

scenes we integrated the tracker data with

other business intelligence to improve

Burberry’s overall understanding of its

customers and its market place.

ResultsEarly results in the first six months show

highly positive engagement at board level.

Tracker insights used to evaluate and plan

strategic marketing activity.


Fitness First

The business case for

standout

In 2013 Fitness First faced a choice: standout

or disappear. We helped the owners quantify

the benefits of rebranding in order to stand

out in an increasingly crowded, generic market.

We uncovered the business potential of

inspiring members to “Go Further”. Our

analysis enabled the business to invest £¼ bn.

in refurbishing its global 350 club network, new

brand communications and digital product

innovation.

To safeguard return investment, we installed a

global brand and customer experience tracker,

enabling managers at all levels to know the

facts about where they are and build insights

about how to best deliver the “Go Further”

concept.

Our Services (2012 – current):

• Global research and commercial business

case for refurbishing and rebranding the

350 club estate

• Launch campaign analysis

• Installation of a global brand tracker

(25,000 people survey to date)

• Ad hoc market testing of new innovations

• Product development

• Creative testing

• Action planning workshops (4 regions)

FITNESS

FIRST

BR

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BRS

The Big Restaurant Survey

Bi-annual brand performance

and category measurement

Since 2009, we have delivered the

definitive brand tracking study of the

casual dining market in the UK. Our bi-

annual nationally representative study (all

conducted online) of 10,000 regular

diners and the 45 leading casual dining

brands is the largest and most trusted of

its kind and covers 22 million diners in

the UK

Currently 70% of the brands we track

subscribe to the study, which provides a

detailed evaluation of the health and

customer experience of the leading

brands, benchmarked against competitors.

The study provides a fair and independent

view of brand performance tracked over

time, as well actionable recommendations

for brand managers.

BR

AN

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RA

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Thank You Morar Consulting

100 Montgomery Street, Suite 1202, San Francisco, CA 94104 USA

T +1 (415) 941 0694

London - New York - San Francisco

Documents

Morar Brand Tracker+ › collateral › Introduction to Morar (Greenbook.org...the benefits of rebranding in order to stand out in an increasingly crowded, generic market. We uncovered