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)
 

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.