Services
We’ve developed a number of services that allow brands to rapidly understand the cultural world they are operating in
What?
Our services span from cultural-led qual insight to help brands navigate consumer belief through to quant insights, blending large historical data sets to help identify innovation and areas to drive growth. All are built on culture-led, human insight and understanding.
This leads to better understanding, better communications and marketing and real, sustainable growth.
WayFinding
A Brave New World
In 2020 outraged that a sugar drinks business should be the major sponsor of a huge sporting event, Cristiano Ronaldo decided to remove two Coke bottles from a post-match live TV press interview and replaced them with water. The results? A $4 billion drop in the market value for the American drink brand.
Meanwhile, Nike added $6 million in US revenue as a result of making Colin Kaepernick the face of one of their ads after he knelt during an American football game protesting police brutality.
Proactive, credible and future-oriented. WayFinding is a research & strategy service that helps brands navigate in the 21st century consumer culture.
A New Paradigm
In an opinion-charged environment, consumers are making brand choices to identify who they are and what they stand for.
Brands that don’t align with customer beliefs pay the price.
72% of consumers expect brands to be positive contributors to society
42% of consumers walk away from the brand in frustration. One in five never come back
Cracking the cultural context
WayFinding makes sense of the current cultural context within which consumers make decisions to help you define how your brand fits into it. This allows you to:
Target communications better with a higher ROI
Evaluate sponsorship deals within the correct cultural knowledge
Unite different areas of the business under a single customer understanding
Ensure that marketing and communication efforts don’t backfire due to cultural shifts
Create a strong cultural knowledge-base to quickly counteract negative press and social media
“Brands are not prepared for the values-led
cultural change that is sweeping the world's consumers.
There will be big winners and big losers in
the next 12 months.”
Tim Parkinson, TheCltr, Partner and former Nike CMO
The Growth Index
TheCltr has developed a bespoke tool, The Growth Index, that brings together the large volume of data held by organisations; blending trends information with category data (startups, scale-ups and established players) plus governmental and parallel industry data where available.
The Growth Index provides insight on two core but connected areas:
Guiding Growth
Helping to identify future market and consumer demands and opportunities where business can grow for tomorrow.
Identifying areas for innovation
Helping to identify areas where consumer demand and behaviour is changing dramatically, and where innovation can enable an organisation to lead the market and be the first choice for consumers.
Mapping and understanding what the future may look like and where growth may take place.
We‘ve developed a service where we can create a Growth Index that can map the historical drivers of change within a specific category and for a specific brand*. By focussing on culture and cultural drivers to help clients understand where the future might sit over the next 5 to 10 years. This would allows the business to understand through insight and data where innovation and growth can come from.
“We help brands define specific variables by using big data and big insights to fully understand the who, what and why of the brand. Allowing us to uncover new areas for innovation and messaging.
We then create universal benchmarks to monitor and drive sustainable growth.”
Daniela Fernandez, TheCltr
Creative Delivery
We work across all brands and sectors but have developed 4 core specialisms.
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Automotive & Mobility
Re-imagining the end-to-end customer experience for a luxury car brand.
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Energy & Renewables
Creating a stand-out brand position for growth.
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B2B
Defining & bringing to life target audiences for a new office space offer.
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HealthTech & FinTech
Post-merger brand & growth comms for FintTech.
