Our Cases

We have a number of case studies on how we do what we do to help our clients tackle their unique challenges and help their teams and businesses grow.

MARKETING & ADVERTISING TRAINING

Situation

A global agency with a multi-national client needed to bridge the culture and knowledge gap between the two partners (especially among the more junior clients) in order to improve the relationship and overall productivity.

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Noetic leads several “brand camps” each year for the client and agency to help educate clients on marketing and advertising and to engender mutual understanding. To do so, Noetic spends a week facilitating client and agency through a full immersion in the agency business. Mid- and Junior-level clients are able to learn about and play the role of agency exec, including learning about agency capabilities, the process behind strategic and idea development, the 101 of producing ads, as well as how to develop strong creative briefs and media plans. The week culminates with the clients playing the role of agency on a product akin to their own, working the full spectrum on accelerated timing from research to brief to full campaign.

Results

Both client and agency gain a better understanding of one another, these learnings can immediately be applied to business initiatives. The trainings have been so successful that they are now conducted globally in key growth regions. In addition, the multi-national client has hired Noetic to conduct various other marketing trainings for its marketing leaders, including Target and Marketing Strategy as well as Point of Sale optimization. Training sessions are conducted in all regional markets throughout the world.

BRAND POSITIONING: HIGHER EDUCATION

Situation

A new president of a small liberal arts college felt that the college’s leadership didn’t know and couldn’t communicate what was truly distinctive about their institution and what it had to offer to prospective students.

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Working with Noetic to achieve better qualified and a greater number of student applicants, the college needed a well-defined understanding of their students’ experience and mindset along with a clear and compelling articulation of the school’s distinctive characteristics. It also required this clear statement of brand distinction to galvanize alumni, faculty, staff and other friends of the college.

With Noetic’s guidance, the college, embarked on a journey of discovery and brand definition using qualitative and quantitative research to understand the full spectrum of target mindset and positioning possibilities. Noetic developed a plan with particular emphasis on developing consensus among the many stakeholders: prospective students, faculty, staff, students, parents and alumni. Noetic also helped the administration arrive at a nuanced understanding of what distinguishes their college from others; defined a well-defined target student mentality, and established clear communication guidelines for speaking and writing about the college.

Results

Now in its activation stage, this college has created a stronger and more meaningful name for itself in a way that is resonating with all stakeholders, as well as the broader community amidst an increasingly competitive academic marketplace.

BRAND POSITIONING & EVOLUTION

Situation

A well-known beauty brand had not grown gracefully after nearly a century of heritage in the marketplace, despite strong brand recognition. After being sold to a new holding company, this “jar of hope” found itself looking for its own revitalization among a new brand portfolio.

In this new paradigm and with fresh dollars to invest, the beauty brand was looking for culturally relevant ways to grow that would build upon its current brand equity, yet carve a distinct place for itself amongst its “home” competitors, as well as the broader competitive landscape. The new parent company sought Noetic’s support in understanding the current competitive landscape and areas of opportunity. This work would then inform and focus their product line and re-branding work.

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Noetic led a multi-pronged approach that included evaluation of macro industry trends, retailer audits, revenue performance, pricing evaluation and overall category growth. These learnings were then linked to competitive strengths within the product portfolio.

Results

Equipped with a quantifiable landscape analysis, the beauty care brand leveraged its competitive brand mapping as a guidepost for developing new products and market positioning. The finished product hit airwaves and shelves to rave reviews and increased product demand.

BRAND RELEVANCE & CONSUMER LOYALTY

Situation

A major media company sought to build on current program success and momentum to ensure significant future growth.

Our media client was struggling with understanding who was spending significant couch time with one of their key TV networks, and why. They had hit programs propelling their momentum, but had difficulty determining what was making their viewers passionately tune in. They needed to uncover “the who” and “the why” behind their biggest fans.

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Noetic sought to unearth these insights via a quantitative consumer segmentation, cultural trend research, viewer interviews, media usage and preferences. Noetic shepherded the research to determine the mindset, behaviors and volume potential of the client’s most loyal viewers.

Building upon these learnings, Noetic then developed the network’s brand blueprint (e.g. brand positioning, value, personality traits and tone). This tool helped clarify and bring to life what the network stood for, and how to empower employees to deliver on that promise, therefore enabling them to spark and sustain the passion and viewership of their most loyal fans.

Results

Invigorated via rich viewer insights, a rebrand initiative was begun, where Noetic led agency search and helped guide the brand’s new look, logo and brand campaign with the winning ad agency. To date the work has received praise across the board both from internal staff, the media (e.g., the New York Times, TV Week, John Dvorak’s column) and very importantly the many fans praising the new work on YouTube.

CREATIVITY & INNOVATION

Situation

Noetic’s client was an organization hungry for innovation in the heavily competitive telecommunications industry. After decades of acquiring and bolting on diverse businesses, they were suffering fragmented processes, inconsistent marketing approaches, and a lack of strategic alignment ‐ creating innovation stagnation.

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Noetic understood the need to create a unified passion that would mobilize the organization to buy into and commit to becoming a company that prioritized innovation. Noetic interviewed internal leaders and brought external best practices to produce a common understanding of what ‘innovation’ would mean for their business, and created a tangible vision of success that could be monitored and evaluated via key metrics.

Results

Creating a culture shift is never easy, and it is made harder by diverse businesses and geographies. Noetic unearthed common innovation themes across categories and disciplines, then used these to develop custom tools, training sessions, and incentive programs to align and unite their internal groups toward a common goal. By establishing innovation at each touchpoint, their unified brand could be consistently presented.

GLOBAL BRAND ARCHITECTURE

Situation

A highly regarded institution of higher learning consisted of many distinct departments, each of which created its own marketing and communications plans based on internal perceptions of its unique area. As a result, a fragmented overall brand promise, tone, look and feel was apparent internally and externally.

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To help these groups speak in one collective brand voice, and to define what that brand message should be, Noetic conducted both qualitative and quantitative research to uncover the most compelling attributes of the institution for its key stakeholders including the community, prospective and current students, alumni and donors.

This insight was then used to author a brand positioning that captures the essence of their value and differentiation, and also acts as a guidepost for all inter and cross department messaging, including a clear architecture for navigating how all sub-brands ladder up to the master brand.

Results

Noetic took this positioning work to the next level, by using it to author brand guidelines that the broader institution now lives by – including brand do’s and don’ts, core values, personality, tone and visual identity. These principles act as a handbook for ensuring a unified presentation across departments, people and projects.

STRENGTHENING MARKETING THROUGH PROCESS

Situation

An international company was looking to overcome the challenges of inconsistent marketing output and rigor. This company suffered the often critical pains of working in silos: individual brands’ marketing efforts were inconsistent and at times less than fully informed . They desired a thoughtful marketing process that would help them efficiently raise the quality of their work, and communication across the department.

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Noetic led a full department “needs assessment” to understand the client’s current dynamics and struggles. Noetic mapped these findings back to industry best practices and internal protocols to create an “A to Z” process roadmap for all marketing, including codified steps, deliverables, standards, role definitions, and common vernacular.

Results

Noetic designed the new marketing process to overcome key challenges, bring consistency, and enable automation, but made it flexible enough to accommodate differing timing, budgets and content. Noetic successfully activated the new process internally via worksessions, an online tutorial and training, and helped lead implementation of an enterprise project management tool. Noetic continues to partner with this client today as they continually evaluate progress and enhancement