How does your brand equity translate to the consumer?

Nickles & Ashcraft utilize unique custom techniques to get
at the heart of the consumer mindset about your brand.

• For MGM, Nickles & Ashcraft conducted in-depth, small
• discussion groups and utilized projective techniques to pinpoint
• key consumer perceptions and surface strategic opportunities
• which led to successful new retail revenue streams.
• For AT&T Interactive, Nickles & Ashcraft showed
• how to translate AT&T technical equity into new product
• superiority perception for the consumer launch of voice
• recognition technology.
• For iTurf, Nickles & Ashcraft conducted a major online
• study to show how offline brand equity translates online
• to teens, and how to maximize offline teen brands such
• as Delia’s in the online space.
• For Encyclopaedia Britannica, Nickles & Ashcraft showed
• how to reposition this classic brand as Britannica.com.

How can you reposition your brand for greater consumer impact?

Nickles & Ashcraft identify key repositioning opportunities via
consumer interaction including one-on-one interviewing and
creative stimulation; then any critical barriers to this
opportunity are identified and methodologies to break through
are created.

• For Sears, Nickles & Ashcraft dimensionalized the key
• repositioning opportunity as shifting to a female-
• driven strategy, which resulted in “The Softer Side of Sears.”
• For Beechnut, Nickles & Ashcraft explored the nurturing
• process with mothers and experts, leading to an emotional
• platform for brand repositioning.
• For Armani, Nickles & Ashcraft went into the closets of
• consumers to suggest a more competitive positioning for the
• A/X Armani brand.

How can you use core brand equity to create a master brand strategy and create new revenue streams?

• For MGM, Nickles & Ashcraft helped dimensionalize core
• entertainment brand equity to create platform
• positionings for six new core consumer sub-brands
• independent of movie titles.
• For Hachette, Nickles & Ashcraft showed how to
• leverage the equity of Elle magazine to a
• new product targeted to a younger audience.
• For Mattel, Nickles & Ashcraft tapped moms’ and kids’
• mindsets to reveal new opportunities to expand the
• Barbie brand.