Brands

Connecting with real people

Great brands truly connect with people. They resonate with us by fulfilling our often subconscious needs or desires. The most successful brands become part of people’s lives and identities in a way that enriches both.

We approach brands and branding from a practical angle, using a range of techniques to understand emotional and rational elements – including the all-important ones that people aren’t aware of consciously. We combine this understanding with behavioural observation and the wider context to give you clear insight and advice to manage and build your brand.

We don’t shout about it, but we know a lot about brand theory. So if you want to get into the detail of brand onions, arrows, keys, equity, essence, personality or values, you’ve come to the right place. And don’t forget to ask us about our Brand Aura model that’s all about measuring and improving brand performance, and Brand Flame for creative communication ideas.

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Our Work

Check out some of our work

Bud 66’: Get your Kicks

How do you make a new variant like ‘Bud 66’ more relevant to consumers? We identified what the brand meant for different people, as well as awareness and importance of ABV by different consumer groups. We added Facebook generated data to traditional recruitment. The Result? We identified the most appealing market position for Bud 66, and built an emotional brand story with target-market appeal.

HTC – Global Smartphone Understanding

In an ethnographic study we identified and repositioned the Smartphone at the heart of the global family home. We offered macro and micro insights into the lives of our client’s customers. The Result? Input into strategic thinking, recommendations for future developments, and suggestions for features for new handset releases.

FHM/Bauer Media: All about men

Once known as a ‘Lads mag’, FHM wanted to understand what today’s young men want from the magazine in the future. Our research included video blogs, diaries, depth interviews and groups, and uncovered 4D man – Firefilms brought him to life in a movie. Then we explored men’s role in society. The Result? FHM have used the findings to inform its strategy and future direction.

Lanson: Uncorking champagne

Lanson wanted to redefine their market position and create a point of difference for the brand. Firefish proposed a multi-layered route to understand how people relate to champagne, including paired depth interviews with consumers and trade, and following people on buying trips with hidden cameras. The Result? A long-term strategy, major trade and consumer communications, and a revitalised brand with a significant impact on sales

Bud 66’: Get your Kicks

How do you make a new variant like ‘Bud 66’ more relevant to consumers? We identified what the brand meant for different people, as well as awareness and importance of ABV by different consumer groups. We added Facebook generated data to traditional recruitment. The Result? We identified the most appealing market position for Bud 66, and built an emotional brand story with target-market appeal.

HTC – Global Smartphone Understanding

In an ethnographic study we identified and repositioned the Smartphone at the heart of the global family home. We offered macro and micro insights into the lives of our client’s customers. The Result? Input into strategic thinking, recommendations for future developments, and suggestions for features for new handset releases.

FHM/Bauer Media: All about men

Once known as a ‘Lads mag’, FHM wanted to understand what today’s young men want from the magazine in the future. Our research included video blogs, diaries, depth interviews and groups, and uncovered 4D man – Firefilms brought him to life in a movie. Then we explored men’s role in society. The Result? FHM have used the findings to inform its strategy and future direction.

Lanson: Uncorking champagne

Lanson wanted to redefine their market position and create a point of difference for the brand. Firefish proposed a multi-layered route to understand how people relate to champagne, including paired depth interviews with consumers and trade, and following people on buying trips with hidden cameras. The Result? A long-term strategy, major trade and consumer communications, and a revitalised brand with a significant impact on sales