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Rethinking the Brand
August 2008 Edition
THE
U.S. ECONOMIC DOWNTURN HAS DRIVEN MORE THAN ONE OF OUR CLIENTS to
question their current brand position. The core issue: should a
brand be repositioned during an economic shift? The potential upside
to such a migration plan is a near-term pickup in revenue, but the
downside, of course, is that the brand may be underweight when the
economy resumes growth. Generally, we advise clients not to
undertake a significant brand change based on macro factors likely
to last for five years or fewer, as the expense - and lag time - in
establishing new brand factors is not worth it. It's for this reason
that Aristeia's RAMP brand attribute system is a good solution; the
attribute-library approach allows clients to maintain a strong core
of enduring brand values while emphasizing and de-emphasizing
different attributes as circumstances change. The real opportunity
is developing a brand migration plan for the... (clients,
read more here)
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Who We Are
Aristeia is a 'think tank' of interdisciplinary knowledge specialists representing fields as diverse as anthropology,
mathematics, statistics, economics, financial theory, marketing, law, and more.
Our team of Vertical Market Specialists (VMS) bring together
centuries of collected experience at the executive level in
industries including technology, telecommunications, healthcare,
financial services, government, retail and consumer goods, travel
and hospitality, and wholesaling and channel design.
What We Do
Aristeia provides Fortune 1000 firms with advanced solutions to
business problems using a cross-disciplinary approach involving the
fields of mathematics, statistics, anthropology, and business
theory. We use cutting-edge combinations of proven business experience and new thinking to break out of the traditional
solution delivery
arena and provide a very different - and highly effective - suite of
professional services.
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Latest News
First Data has renewed its license agreement for Aristeia's Brand
Power Index® and RAMP®
brand management system for 2009-2010.
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Aristeia, Incorporated
5445 DTC Parkway
Penthouse Four
Greenwood Village, CO 80111
800.706.2896
720.221.0877 FAX
info@aristeia-corp.com
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