ENGAGING SPONSORSHIP
A pioneer and standard-setter in the sponsorship industry was determined to regain its prior leadership position, having lost ground to savvy media agencies and sports and entertainment marketers. Ideon’s team leveraged IEG’s legacy brand equity into a more powerful, forward-looking consultancy with special relevance to Fortune 1,000 CMOs. From its bold new logo to its gravitas-infused brand messages, IEG is set to stand out again. The new brand just launched to engagement, excitement and pride from brands, properties and employees.
Strategy: Andrea Katz/Valerie Garral Verbal: David Miles Design: Studio of Joshua Levi
Identifying Audiences
A 100-year-old family-owned supermarket with an unimpeachable New York heritage came to Ideon wondering how to win in the new competitive landscape, with Whole Foods and Fresh Direct overtaking the grocery market. Ideon’s deep digging revealed a newly minted generation of New York foodies for whom the brand had no relevant voice or message. We created a bold brand story and merchandising strategy to return the brand to its rightful market position. Ideon’s work has built unprecedented strategic vision and internal alignment; now client service teams are being trained to once again speak to all the brand’s valuable audiences.
Strategy: Andrea Katz/Valerie Garral Verbal: David Miles
Crystalizing Impressions
A natural beauty company needed to focus its future and drive creative customer strategies during the recession. Ideon’s expertise in growing brands shaped the unique Hamptons-based beauty line into a “A Better Beauty” brand with a new online, retail and wholesale presence, based on a credible brand voice. Now, Naturopathica delivers beauty and Zen wellness, netting sales and enriched brand awareness in stories from Vanity Fair to Departures and Yahoo’s Shine—delivering more than 100 million impressions.
Strategy: Andrea Katz Verbal: David Miles
Envisioning Growth
A new online health insurance company required a brand 3.0 positioning strategy, including campaign ideas and a digital footprint strategy, based on insightful account planning and project orchestration excellence. Ideon’s braintrust managed and optimized teams from multiple agencies, and led a workshop to uncover a go-to-market strategy in 9 hours. In fact, discovery, research and development were executed in just 30 days, the many teams working in harmony. Ideon experts project that the aggregator will surpass competitors’ numbers within 18 months, using our ideas and social media strategies.
Raising Exposure
One of the largest education publishers wanted to know what education blogs are chatting about and to raise their exposure across education social networks. Ideon’s marketing strategy carves into the blogosphere monthly, revealing key social media topics, and education trends that range from funding to assessment or even new crucial 21st century skills. Ideon delivers shrewd tactics to navigate the blogosphere’s treacherous waters, while winning the hearts and minds of passionate blogging teachers.
Developing a Dialog
A savvy international airline wanted to forge a better dialog with its frequent flyers. Ideon created an active, ongoing conversation with members, truly one of a kind in the industry. Ideon’s account planning demonstrated how the airline could use this member-contributed intelligence to ignite and lift lifetime member value and evolve brand loyalty. Response rates are groundbreaking, ranging to 76%.
Visualizing Results
An iconic airline credit card marketed across nearly ten marketing channels wanted to understand channel performance. Ideon’s marketing strategy delves ultradeep to unwind the results, explain American consumer behavior, and evolve activity with loyal customers. A dynamic, living dialog and smart tactics like these keep Virgin ahead of the curve, via a conversation with real people about their usage and desires.
Recognizing Reputation
A top public relations agency needed its young corporate reputation measurement group
to gain traction in Fortune 500 companies. Ideon’s insight distilled the group’s unique brand and simplified the offer–enabling it to explain, package and deliver brand reputation evaluation based on outcomes such as stock price and sales volume. Now the group successfully provides new algorithmic solutions and reputation valuation services to meet market needs in today’s challenging global economy.
Penetrating Audiences
One of the largest education publishers updated its vast education collateral system and wanted to clearly understand how superintendents view the changeover. Ideon’s account planning analysis proved they owned dramatically positive brand associations. Ideon’s marketing idea showed the publisher how to capitalize on this to grow share. The study also prompted the publisher to move to greater marketing discipline—to only use collateral with a tangible contribution to brand growth and customer satisfaction.
Finding Identity
A savvy search engine operation agency that dominates the pharmaceutical industry wanted to solve its brand performance challenge—and resolve its identity within the pharmaceutical market. Ideon’s imaginative strategy simplified the agency’s brand and identified marketing engagement that would make the greatest contribution to growth—during the agency’s sale to one of the world’s largest holding companies, WPP. Through this brand strategy definition work, Ideon evolved the agency’s URL to one with more sustainable appeal.
