In the future, Standing Ovation also wants to check the results of a brand strategy and measure its success. This will be done with a new tool, as can be seen from a press release. “Brands today not only have to be visible, but also build trust and maintain long-term relationships,” is the motto of Etienne Ruppen, CEO and owner of the agency.
However, there is often a gap between the self-image and the external image of a brand. “Our process closes this gap. We link well-founded target group analyses and subconscious decision-making motives directly with our creative and consulting processes.” This positions the agency even more strongly at the interface between strategy and experience.
The aim is to strategically anchor brand experiences and at the same time generate effective impact. Thomas Volprecht, Head of Strategy, explains: “On the basis of these customer insights, we initiate creative sprints with the aim of creating experiences that generate real added value for our customers’ brands.”
Application of neobranding
A central component of the new process is neurobranding. Around 90 percent of all purchasing decisions are made subconsciously. “We use this knowledge and combine it with in-depth interviews, content analyses and social listening tools to create a basis for all creative implementations,” says Laura Eberspächer, Head of Creation. The individually validated motif profile of a brand serves as a reference point for the development of campaigns, live marketing formats or dialogue platforms.
Specially developed motif compass
The specially developed motive compass is a tailor-made software solution that integrates lifestyles, motive profiles and personas and uses large language technologies to make subconscious decision motives and associations visible. Concepts and communication measures can now be tested and optimized in real time.
Teams chat with personas, test brand assets and conduct brand motivation analyses. “This technological component makes it possible to improve all brand experiences based on validated insights and achieve efficiency gains compared to conventional target group analyses,” emphasizes Volprecht.
Key messages relevant across all channels
With its data-based approach, Standing Ovation says it optimizes its customers’ customer journey. This means that brand messages remain consistent and relevant across all channels. Michael Dancsecs, responsible for business development: “We create experiences that have a long-term impact and deliver measurable value for the brand.”
The “From Insight to Impact” process was introduced at the end of July 2024, after 18 months of development. Thomas Volprecht and Laura Eberspächer were responsible for the development and implementation. (pd/ma)
