Brand Strategy

The Crucial First Step for Developing a Marketing Plan


No brand is simple; it’s an intricate relationship among myriad factors and attributes.

And having a brand strategy is imperative to defining the strategic direction for all tactical marketing decisions. It gets everyone on the same page moving toward success.

Our BrandStarSM model is a structured way to think about your brand – it is the roadmap that provides direction for all marketing actions.

We use our structured BrandStarSM model as a backdrop for facilitated strategic brand development sessions with our clients and as a foundation for our own thinking about our clients’ brands.


Developing a BrandStarSM brand strategy is typically a two-step process:

RTi works in partnership with our clients to develop a hypothesized BrandStarSM model, to understand all brand elements, as defined by the end customer.

RTi conducts primary research to revise and confirm the hypothesized BrandStarSM strategy. The confirmed strategy then becomes the foundation that drives all marketing activities.

RTi’s BrandStarSM model pieces together elements to create a coherent and effective brand strategy. It’s the first step toward your brand’s success.

I highly recommend RTi to anyone looking for a top-quality market research supplier.”

Market Research Manager, CPG

“Working with RTi was wonderfulproactive in anticipating potential issues, providing solutions and making sure everyone was aligned before moving forward.”

Sr. Manager, Consumer Insights, Food & Beverage

“RTi is a trusted and valued business partner. The RTi team consistently adds value to the research process, and more important, to the interpretation and analysis of data. Their work is consistently high quality and their perspectives fresh and unique.”

Director, Consumer Insights, CPG

“I’ve worked with RTi on a wide range of custom research initiatives. RTi is customer service oriented and delivers reliable results on time and on budget. Their staff is knowledgeable, thorough, and easy to work with.”

Market Research Manager, CPG

“Thank you for a great job and considerable devotion to our business. It’s rare to have a total team effort with such accomplished individuals as yourselves. You should be proud.”

Group Manager, Marketing Research, CPG Manufacturer