The media industry is one of the established industries globally and has witnessed drastic shifts in user preferences and hence has had a turbulent ride in the past few years. This phenomenon calls for companies being sure about their branding efforts and ensure that they stick well with the potential and current user of their services.

Our client was a media company in the US who wanted to streamline their branding efforts and ensure that the brand resonates with the customer expectations. We had to create a belief messaging for them and also support the same with evidence, proving their robustness.

The key challenges were –

Creation of belief statements – Create belief statements that reflect what the client thinks about their own company and align them with the vision. The challenge was also to keep all the potential belief statements mutually exclusive.

Stress-test the belief statements – Test the various belief statements for robustness and back them up with industry evidence.

Fine tune the belief statements – Tweak the statements for better delivery.

We approached case by first aligning with the client on their own vision for the company and then conducted our own research to come up with key recommendations. The key takeaways are as follows –

Brainstormed with the client to establish basic assumptions and considerations for the belief statements and aligned them with our vision.

Analyzed 15+ belief statements of 5 firms to benchmark and test the robustness of our own belief statements that drive our business objectives. An example of this is where we tested the use of the word “Experience” in our belief statements and understood the kind of impact it would make on our branding and business KPIs.

Fine-tuned the belief statements with alignment from the client.