The Key Challenge
To enable a global hospitality brand to achieve a greater understanding of the common threads that bind the brand across multiple and diverse local markets, providing a long term strategic view on how the brand is developing globally.
The Researchcraft Approach
In collaboration with stakeholders from both the global and local teams we created a framework of brand measures that were tailored specifically around the client’s brand and category landscape. This has been used to track the brand and competitive set with a regular cadence for more than 10 years, providing the business with a deep and long term understanding of the brand using a common ’brand language’ across markets.
The Outcome
This has enabled the business to measure the pulse of the brand at key points in the year providing long-term strategic insight across markets whilst still providing local teams with actionable feedback that enables them to respond to local challenges. As well as being shared regularly at global C-Suite level, it has also provided a successful forum for local teams to share learnings and help address common challenges.