Relationships thatEngage and Delight" [bt] | Brand Therapy
What is Brand Therapy?2We help our clients make better sense of their consumerresearch, establish a deeper empathy for the...
Clients come to us for help with the pressure they feel to…3  Quickly and effectively translate consumer data into deeper...
We offer three programs that yield considerable progress and success…4Empathic InsightsFor marketers, the word of the day ...
We deploy a unique and proprietary set of tools…5We identify the deep driversof the consumer relationshipand create “requi...
We apply deep and varied expertise, enabling us to address the details…6  The mobile consumer and shopper  Social behavi...
We draw upon a rich network of collaborators who think as we do…7  Creative Direction  Creative Concepting  Brand Desig...
For our clients,8Our approach, flexibility and experience, coupledwith our robust toolkit, uniquely enable us to get atthe...
We create insights that power exceptional experiences…9Redesigned the NAR’s membersite to be more member-friendly.Personas...
We’ve helped some great companies grow their brands and relationships…10US Cellular  Bayer  Chicago Tribune  Ritz Crack...
We’re not an arm’s-length partner…We can help you createthe exceptional relationships you deserve.11We understand that cli...
[bt] | Brand TherapyEsteban Gonzálezesteban@brandtherapy.us914.414.7104Chicago, IL
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What is Brand Therapy? Relationships that Engage and Delight

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We are an insights, strategy and ideas boutique devoted to creating healthy, sustainable brand relationships.

We help our clients make better sense of their consumer research, establish a deeper empathy for their customers, and develop creative marketing platforms that delight, engage, are authentic, and profitable.

Clients come to us for help with the pressures they feel to…

+ Quickly and effectively translate consumer data into deeper insights about the target and the drivers of their behaviors and perceptions
+ Leverage social, technology and cultural trends to define what a brand means in today’s digital and connected world
+ More effectively address how people shop today — mixing and matching in-store retail with mobile, multiple-screens, showrooming, reviews, etc.
+ Find resonant and relevant lifestyle themes to use as platforms for building better relationships with customers
+ Strategically harness digital and social media to drive consumer decision making and promote trial among their peers
+ Create unique and compelling content and creative to break through hype and challenge media dominant competitors

Our approach, flexibility and experience, coupled with our robust toolkit, uniquely enable us to get at the heart of what drives their brand relationships — precisely the insight they need to engage consumers, delight customers and pull away from their competitors.

We understand that clients need smart partners they can trust, high-quality collaborators invested in providing more than easy answers and packaged solutions. We understand that relationships are everything.

We can help you create the exceptional relationships you deserve.

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What is Brand Therapy? Relationships that Engage and Delight

  1. 1. Relationships thatEngage and Delight" [bt] | Brand Therapy
  2. 2. What is Brand Therapy?2We help our clients make better sense of their consumerresearch, establish a deeper empathy for their customers,and develop creative marketing platforms that delight,engage, are authentic, and profitable.We are an insights, strategy and ideas boutiquedevoted to creating healthy, sustainable brandrelationships.
  3. 3. Clients come to us for help with the pressure they feel to…3  Quickly and effectively translate consumer data into deeper insights about thetarget and the drivers of their behaviors and perceptions  Leverage social, technology and cultural trends to define what a brand meansin today’s digital and connected world  More effectively address how people shop today — mixing and matching in-store retail with mobile, multiple-screens, showrooming, reviews, etc.  Find resonant and relevant lifestyle themes to use as platforms for buildingbetter relationships with customers  Strategically harness digital and social media to drive consumer decisionmaking and promote trial among their peers  Create unique and compelling content and creative to break through hype andchallenge media dominant competitorsThey come for expertise and a perspective that’s different.
  4. 4. We offer three programs that yield considerable progress and success…4Empathic InsightsFor marketers, the word of the day is “big data.” The thing is, big data needs bigcontext to be truly big useful. We harness empathy to see what the data is reallysaying and to help our clients build meaningful connections with all their audiences.Experience EnvisioningPeople and brands swim in a sea of experiences, ranging from digital, to retail, tosocial, across devices, and more. We identify the dynamics around the relationshipsbrands want with people and develop experience strategies and creative ideas thatwill win those relationships.Brand DevelopmentSuccessful brands align and deliver an overall brand experience in a unique andconsistent way. We discover truths that underlie and drive what a brand means topeople, and we identify principles and frameworks that organize brand building.
  5. 5. We deploy a unique and proprietary set of tools…5We identify the deep driversof the consumer relationshipand create “requirements” forthe kinds of experiences thatwill be meaningful topeople. This disciplinedapproach serves as adecision framework, ensuringits not about whats cool, orwhats hot right now; itsabout whats smart and whatworks.Our personas are not likeothers because theyredriven by EmpathicInsights. Unlike otherversions that just personifyan observed norm, oursconjure an empatheticconnection with specificindividuals that we create.Ours document a connectionand become a livingframework for makingcustomer data moreactionable.Most journeys are about theconsumer behaviors thatbrands want to see occur.But today, people dont followconsistent paths. Empathylets us decode this apparentrandomness across retail,mobile, and digital. Ourjourneys reveal opportunitiesto deliver experiences thatsatisfy consumers rational,social and emotional needs.We create multilayeredplatforms that match media,message and content toconsumers relationshipneeds: is mobile being usedin the best way possible, withthe right messages, to enrichthe relationship? is productcontent? are socialproperties? This gives mediaplanning purpose anddirection, ensuring it’s aboutengagement, not just anumbers game.ExperienceRequirementsDesign Personas Consumer Journeys Engagement Platforms
  6. 6. We apply deep and varied expertise, enabling us to address the details…6  The mobile consumer and shopper  Social behavior and status; sharing,posting, liking, reviewing  Fear of missing out (FOMO)  The power of influencers  Loyalty behavior: perks, benefits,enlistment and advocacy  Sustainability, green culture, socialresponsibility, healthy living  The economy and DIY culture  Millennials  Recent grads, young professionals  Moms, dads, and parents  Business professionals: travelers,decision-makers, executives  Tech consumers: students, ITprofessionals, pro-sumers  Members of associations andinterest communities  Caregivers  CPG; consumer products, services  Consumer electronics, computers,technology; telecom, mobile  Enterprise B2B; small business;business technology/IT  Pharma, consumer and HCP  Travel and hospitality  Not-for-profits  Loyalty programs; points and miles  Financial services, insuranceDistinct Audiences… Trends and Challenges… Categories and Industries……underlying our clients’ complex marketing and branding objectives across theacquisition, engagement, retention, and loyalty spectrum.
  7. 7. We draw upon a rich network of collaborators who think as we do…7  Creative Direction  Creative Concepting  Brand Design  Corporate Identity, Logos  User Experience Design  Interface Design  Proof-of-Concepts and Prototyping  Quantitative Research  Social Conversation Analysis  Front-End Coding  Content Management Platforms  POS Platforms  eCommerce integration  Analytics  Qualitative Research  Internet Strategy  Social Media  Community Management  Digital Media Planning  SEM & SEO  Media Planning and StrategyTechnology… Creative… Marketing……all appreciate the importance of a strong strategic foundation and understand thequalitative difference it makes in addressing clients’ problems.
  8. 8. For our clients,8Our approach, flexibility and experience, coupledwith our robust toolkit, uniquely enable us to get atthe heart of what drives their brand relationships……which is precisely the insight they need toengage consumers, delight customers andpull away from their competitors.
  9. 9. We create insights that power exceptional experiences…9Redesigned the NAR’s membersite to be more member-friendly.Personas refined the target forRealtor.org and centered the siteexperience on enabling realtors.Led strategy, IA and design.[Empathic Insights & ExperienceEnvisioning programs]Clarified CARA’s brand strategy,reigniting its sense of purpose.Leveraged themes of advocacy,wellness, and fairness, to solidifythe brand’s value proposition andbroaden its appeal to audiences.[Empathic Insights & BrandDevelopment programs]Defined the Shortcut$ brand forAOL’s online grocery service.Shopper persona insights drovethe “Surprisingly Simple” brandconcept for all creative, includingconsumer and retail/CPG sales.[Empathic Insights & BrandDevelopment programs]Created a world-class CYC sitefor acquisition and retention.Tapped into the club’s traditionand passion as core experiencepillars. Personas drove featureprioritization. Oversaw site build.[Empathic Insights & ExperienceEnvisioning programs]
  10. 10. We’ve helped some great companies grow their brands and relationships…10US Cellular  Bayer  Chicago Tribune  Ritz Crackers  Blackberry  Hyatt CIMA  Levitra  CVS  National Association of Realtors  Monster.com AOL Shortcut$  Delta Airlines  Merrill Lynch  Subway  Heineken  Reebok  HumanaOne  SIRIUS Satellite Radio  Carter’s  Tommy Hilfiger Armani Exchange  HarrisDirect  Altoids  Red Dot  Cialis  New Balance Chicago Yacht Club  United MileagePlus  Chicago Area Runners Assoc.HP  Best Buy  Viagra  Bahá’í National Center  Duracell/P&G  Motorola
  11. 11. We’re not an arm’s-length partner…We can help you createthe exceptional relationships you deserve.11We understand that clients need smart partners theycan trust, high-quality collaborators invested in providingmore than easy answers and packaged solutions.We understand that relationships are everything.
  12. 12. [bt] | Brand TherapyEsteban Gonzálezesteban@brandtherapy.us914.414.7104Chicago, IL
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