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needs, we help define the roles and relationships of brand assets within a portfolio and consolidate
brands to reduce complexity, overlap, and costs—all within a coherent brand architecture.
• Delivering the brand promise at all touchpoints
It’s never enough to simply conceive of a great brand. The brand promise must be delivered at all
places of contact with the customer, both online and off. Our holistic understanding of business and
the modern multichannel environment allows us to collaborate effectively with our clients in
implementing brand strategies—and help specify what the organization must do to deliver a
consistent brand experience to customers.
• Building client capabilities
Developing world-class branding capabilities allows clients to own their brand strategies and
brands. We work to structure and design roles and role descriptions, and use training academy
designs to help employees learn by doing.
• Tracking and sustaining impact
We help clients develop the metrics they need to understand where they started from (relative to
peers and/or other industries) and to measure the impact of their efforts.

Examples of what we do

• For a fashion apparel company, we developed the customer insights and segmentation needed to
reposition brands.
• We worked with a leading car manufacturer to strengthen brand and market position through
streamlined marketing communications.
• We helped a pharmaceutical company develop a brand tracking and management system to boost
quality control and allow easy comparison of data across countries and time periods.

Proprietary tools and solutions

We partner with leading institutions. With AC Nielsen for example, we created NM
Incite, a joint venture that combines consulting capabilities with deep media data and
analytics to help companies more effectively use social media to meet business goals.

BrandMatics is an analytically powerful and structurally clear-cut three-step
approach to mapping current brand positions, estimating how well they’ll perform all

along the purchase “funnel,” and simulating the effect of individual brand tactics on
the total brand portfolio.

McKinsey’s Marketing Navigator was made with the marketer in mind. This tool translates

complex marketing return-on-investment (ROI) data into simple designs and
visualizations to help marketers across widespread organizations do what they are

supposed to do with data: make better decisions.