Brand Strategy

“We value the business relationship that we have with RTi. Their work is of the highest quality at a reasonable price. They took the time to learn our business to become an essential partner in making our business grow.”

Market Research Manager,
CPG
“Understands our business issues and provides study designs that ensure we meet our research objectives. This study was well executed, and results were delivered on time, with well-written summary and conclusions.”

Sr. Manager, Consumer Insights,
Food & Beverage
“I highly recommend RTi to anyone looking for a top quality market research supplier.”

Market Research Manager,
CPG
“RTi left no stone unturned to make sure we were getting exactly the right people and answering the right questions – all under a very tight timeline. They did a terrific job and the results have been embraced into the plan.”

Sr. Manager, Consumer Insights,
Food & Beverage
“RTi led the project and provided superior guidance on the test design and methodology, and quickly grasped the marketing objectives.”

Sr. Manager, Consumer Insights,
Food & Beverage
“After more than 12 years, I continue to work with RTi because they deliver excellent value. RTi provides expertise and quality service, and has been a great partner in research execution and data analysis.”

VP, Global Market Research,
Financial Services
"Rothstein-Tauber (RTi Research) is a terrific supplier, very insightful, and highly strategic."

Marketing Research Director, Major Food Manufacturer
“RTi consistently provides high-quality work, meets tight timelines, and, most important, is a pleasure to work with. I truly value them as partners.”

Sr. Manager, Marketplace Insights,
Financial Services
"A special shout out for again bringing such value to the study – the speed and depth of analysis has made such an impact on the team in terms of pricing, package design and go-to-market strategies …"

Global Marketplace Insights
Sr. Manager

Multinational Financial Services Corp
“Working with you is a real pleasure -- first you are always very thorough and thoughtful which makes my job so much easier, and then you are always so flexible and accommodating. Thank you!”
Sr. Manager Consumer Insights, Major Food & Beverage Manufacturer

Brand Strategy: The Crucial First Step for Developing a Marketing Plan

Our BrandStar™ model is a structured way to think about your brand — it is the roadmap providing direction for all other marketing elements. At RTi, we use our BrandStar™ model as the basis of facilitated strategic brand development sessions with our clients and as a foundation of our own thinking about our clients’ brands.

Establishing a brand strategy is imperative: it defines the strategic direction for all tactical marketing decisions that follow.

In most cases, developing a BrandStar™ brand strategy is a two-step process:

RTi works in partnership with our clients to develop a hypothesized BrandStar™ model, to understand all brand elements, as defined by the end customer.
RTi conducts primary research to revise and confirm the hypothesized BrandStar™ strategy. The confirmed strategy then becomes the foundation that drives all marketing activities.
Your brand is an intricate relationship among many different factors and attributes: RTi’s BrandStar™ model provides the structure for piecing together these elements and developing a coherent and effective brand strategy.