Brand Inquiry Partners - Brand Strategy and Consumer Research to Build Powerful Advertising and Marketing
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Brand.  It's how customers choose between your product and your competitor's product.

Brand.  It's why customers will pay more for your competitor's product, even when your product has the same features and quality.

Brand.  It's the private place in your customers' hearts and minds where products hold meaning beyond their rational function.
Successful brands are not accidents -- they happen by design. Truly powerful brands are investments that are strategically developed and managed. A brand can be a company's most valuable asset, yet most marketers don't understand how to optimize their competitive advantage.

At Brand Inquiry Partners, we empower brands by fostering valuable customer relationships using successful and proven techniques. We believe in optimizing the value of a brand's advertising, identity and creative development while reducing strategic uncertainty and risk.

For consumer brands and business-to-business brands alike, questions surround the development of brand identity, advertising and marketing communication:
  • What will motivate customers in favor of your brand?

  • What is important and relevant to them?

  • Which advertising imagery, content and tonality will engage the customer?
Many companies attempt to answer these questions themselves. Too often, their perception is clouded by biases they don't even recognize -- they are too close to their product or service. These companies will move forward with biased assumptions or face uncertainty in their strategy. And, if their advertising or Web site fails to have impact, they've wasted their money. The risk is tremendous.

Using our exclusive Concentric Branding® process, Brand Inquiry Partners can help define the true meaning of your brand for optimal competitive advantage. It makes sense -- before you launch a new product, develop an advertising campaign, or build a Web site -- we believe that research can uncover how to motivate and compel your customers from a rational and emotional perspective.

If you'd like to discover the full potential of your brand identity, marketing communication and advertising, take a look at the Case Studies section.

McCasland at Moroch Advertising

Mitch McCasland has joined Moroch Advertising as Director of Account Planning and Brand Strategy. Drawing upon more than 20 years of marketing and research experience, Mitch will oversee the consumer insight and brand strategy practice for Moroch's portfolio of clients including McDonald's, Verizon, Mrs Baird's Bread, Tia Rosa, FASTSIGNS and other industry-leading brands. Visit the agency's website at Moroch.com for more information...

Brand Communication Strategy at SMU's Business Leadership Center - Fall 2006

Recipient of the 2006 Teaching Excellence Award, Mitch McCasland returns to Southern Methodist University as a guest lecturer for his fifth year. 

His two-part seminar on brand strategy is hosted by the Business Leadership Center in the Cox School of Business' MBA program. 

Read about other brand strategy seminars and how you can attend...

 

"CRM Wastes Customers' Time"

CRM is supposed to build strong relationships with customers. Sounds good, right? Not if it wastes their time. Check out Mitch McCasland's perspective on CRM in Inc. Magazine. 

While you're on the Inc. Magazine Web site, you may also want to read Mitch's article "The Dignity of Discount" -- a guide to retail prosperity in a down economy.