Daniel from Crowd DNA contacted me at LinkedIn. Wanted to know if I'd be interested in a project blah blah, something to do with brands, ya? It's the first time in 10 years I've been in any way solicited on LinkedIn (I know - it was a mass message), so I checked out their website, and it's magnificent. I've read their three areas of 'what we do' (sorry, their "workstreams") and I still haven't a fucking clue what they do. Here we go:
1. People & Culture.
This is where we take the outward view on the world. Thought leadership pieces and commercial sales research; trends analysis and mapping the shifts in cultural orthodoxy; understanding need states, influence, how values are changing and the relevance therein for media, products and services.
This work relies strongly on blending insight and journalistic skills, telling rich and relatable stories that take into account local market nuances. Achieving authenticity in these narratives is key.
Got that? Now read about about 2. Brand & Communication
Shaping brand purpose; readying for launches and new markets; optimising positioning and agile campaign development; the specifics of comms and sponsorship testing.
We mix evidence with inspiration. The methodologies are diverse and fit for purpose (rather than off-the-shelf) and we like to question what’s really important to achieve in the work (which is rarely ‘do people prefer Advert A or Advert B?’). Our Crowd Context toolkit gives us the frameworks and techniques to reach telling, culturally-informed conclusions.
Finally, as if these innovators could possibly deliver any more, we have 3. Products & Services:
We help our clients to build empathy with people, their journeys and their experiences. We work on the development of new products and services – bold innovations informed by an understanding of need states and deployment of value proposition models. We map the paths to purchase and the best places at which a brand can make a difference.
In-the-moment methodologies come to the forefront here, as do ways to socialise the findings, to truly build audience understanding. There’s an important role for crafting personas and nimble prototyping, too.
That's it. I don't know about you, but I'm excited. I'm just not sure about what.
1. People & Culture.
This is where we take the outward view on the world. Thought leadership pieces and commercial sales research; trends analysis and mapping the shifts in cultural orthodoxy; understanding need states, influence, how values are changing and the relevance therein for media, products and services.
This work relies strongly on blending insight and journalistic skills, telling rich and relatable stories that take into account local market nuances. Achieving authenticity in these narratives is key.
Got that? Now read about about 2. Brand & Communication
Shaping brand purpose; readying for launches and new markets; optimising positioning and agile campaign development; the specifics of comms and sponsorship testing.
We mix evidence with inspiration. The methodologies are diverse and fit for purpose (rather than off-the-shelf) and we like to question what’s really important to achieve in the work (which is rarely ‘do people prefer Advert A or Advert B?’). Our Crowd Context toolkit gives us the frameworks and techniques to reach telling, culturally-informed conclusions.
Finally, as if these innovators could possibly deliver any more, we have 3. Products & Services:
We help our clients to build empathy with people, their journeys and their experiences. We work on the development of new products and services – bold innovations informed by an understanding of need states and deployment of value proposition models. We map the paths to purchase and the best places at which a brand can make a difference.
In-the-moment methodologies come to the forefront here, as do ways to socialise the findings, to truly build audience understanding. There’s an important role for crafting personas and nimble prototyping, too.
That's it. I don't know about you, but I'm excited. I'm just not sure about what.
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