© TransgressiveX LLP, 2014
TransgressiveX
Brand Management Agency
Building Winning Brands
22nd October, 2014
© TransgressiveX LLP, 2014
What does TransgressiveX do?
© TransgressiveX LLP, 2014
We are in a complex consumer-relationship world, full of data and
models, channels and touch-points
Google, “Zero Moment of Truth”, 2012
© TransgressiveX LLP, 2014
The simple reality is that
competitive success comes from Brands and Consumers being in a
mutually gratifying relationship
© TransgressiveX LLP, 2014
We call that “positive eXchange”
and it’s manifested in a simple truth
A Brand which interacts, more positively, at more places
along the consumer journey than its competitive set, Wins
© TransgressiveX LLP, 2014
“Brand eXchange Power” measures a brand’s ability
to negotiate positive interactions using Seduction & Persuasion
It’s a simple, balanced measure
© TransgressiveX LLP, 2014
Since bXp is Measured, Managed and Monitored across the whole
consumer journey, it’s a highly actionable framework
Its simple-yet-granular nature means bXp is meaningfully employed
across the whole business, from strategy to tactical activity
© TransgressiveX LLP, 2014
Simple, Balanced, Actionable:
bXp Builds Winning Brands through Positive eXchange
Manage
Measure
Monitor
Support Consultancy
© TransgressiveX LLP, 2014
Optimal bXp helps brand owners become
category champions
© TransgressiveX LLP, 2014
Measure
© TransgressiveX LLP, 2014
Measurement of bXp begins with
evaluating a Brand’s powers of Seduction & Persuasion
bXp
Brand eXchange Power
It’s a contemporary and sophisticated iteration of
thinking around ‘rational/emotional’, ‘System 1/System 2’,
Neuro-Science, and Social Exchange Theory
© TransgressiveX LLP, 2014
Seduction’s Vital Signs – governing a brand’s ability to have
positive interactions - are examined with magnifying lenses,
and their amplifying facets
Lenses
Desirability
Facets
Vitality
Connection
Honesty
© TransgressiveX LLP, 2014
Persuasion’s Vital Signs – governing a brand’s ability to have
positive interactions - are examined with magnifying lenses,
and their amplifying facets
Lenses
Worth
Facets
Uniqueness
Clarity
Accessibility
© TransgressiveX LLP, 2014
© TransgressiveX LLP, 2014
bXp is considered
across the ‘Negotiating Tables’ of a consumer journey
Every Brand-Consumer interaction is examined to build a framework for
identifying its competitive position, and improvements to its eXchange
Power
Relate
Positivity
Experience
Buy
Explore
Try
Want
Awareness eXchange
Transactional eXchange
Relationship eXchange
© TransgressiveX LLP, 2014
bXp is measured through a robust, gamified, interactive, online,
quantitative survey, employing ‘Implicit Response Timing’ to capture
genuine emotional responses
Agreement
A straight-forward measurement of the
extent of the association between the
brand and the facet
Time to Respond
Faster responses are associated with
implicit beliefs, deeper in the brain,
with a strong influence on
purchasing behaviour
• Survey with approximately 3,000 – 3,600 consumers per country
• Discreet samples at key points on the consumer journey
• 150 respondents per eXchange Table, per brand
• Flexible, but usually with one key Client Brand, and 3 from competitive set
© TransgressiveX LLP, 2014
Typical Outputs
© TransgressiveX LLP, 2014
Measurement Outputs flow from a Brand’s bXp Pyramid
332
Simply Captured as
Brand eXchange Power
Powered by Seduction & Persuasion
Focused by Lenses
A simple and rich composite
score, built up across the
consumer journey…
…increasing granularity from bXp
through Lenses
2
4
Magnified by Facets
16
Evaluated across
a Journey
down to Facets
18
on Tables
© TransgressiveX LLP, 2014
Measurements are seen in simple bXp
plus Seduction and Persuasion scores
546
262
284
© TransgressiveX LLP, 2014
A Brand’s bXp is shown relative to its Competitive Set
Brand C
582
Brand D
Brand A
560
546
282
Brand B
482
268
262
226
256
284
292
300
© TransgressiveX LLP, 2014
Each brand is bXp profiled
546
Upper Quartile Score
Lower Quartile Score
Mid Quartile Score
48%
26
20
29
24
23
16
30
28
31
26
34
28
52%
30
30
28
26
36
24
25
28
31
32
28
23
© TransgressiveX LLP, 2014
A simple dashboard of the Competitive Set is produced
Client Brand
Brand B
Brand C
Brand D
© TransgressiveX LLP, 2014
bXp across the Consumer Journey is mapped
to indicate competitive strength and Opportunities
BXP
900
800
700
Brand C
Proposition>Delivery
600
500
Brand A
No
Proposition
400
Brand D Impulse Brand
300
200
Brand B Low Awareness
Strong Proposition
100
0
Want
Explore
Try/Buy
Experience
Relate
© TransgressiveX LLP, 2014
Manage
© TransgressiveX LLP, 2014
The eXchange Opportunity Grid
Management decisions are guided by forensic analysis
of opportunities for better interaction
Seduction & Persuasion are analysed by each lens and facet, at each point
of the journey, revealing competitive opportunities
© TransgressiveX LLP, 2014
It identifies where and why a brand can
achieve more successful eXchange
Want
Explore
Buy
Experience
Relate
© TransgressiveX LLP, 2014
Guidance is given on how brands can achieve
stronger bXp in actionable, practical terms
Manage Brand eXchange Power
Brand Awareness
Relevant Differentiation
Value
Accessibility
For Example:
Broadcast Media
Ambient presence
Sponsorship
Promotion
Livery
Signage
Emotional Connection
Website
Social Media
Blogs
Community
Platforms
Word of Mouth
Information
Trial sizes/events
Promotion
E-Couponing
Promotional
advertising
In-store promotional
messaging
Sizing
In-store events
& theatre
On-line events
Portfolio & activity
Navigation aids
Formats
Ease of use
Benefits – physical
& emotional
Disruptive &
passive deltas
Loyalty programmes
Club & reward &
competitions
Promoter & rejecter
Usage occasions
Comparators
© TransgressiveX LLP, 2014
Monitor
© TransgressiveX LLP, 2014
The eXchange Monitor
Simple, Consistent and Actionable
Measures the extent to which marketing initiatives have delivered the
improved consumer eXchange targeted by the Opportunity Grid
© TransgressiveX LLP, 2014
Support Consultancy
© TransgressiveX LLP, 2014
The ConteXtualiser calibrates eXchange Strategy
Client
Consumer
Stakeholder Interviews
Consumer Trends
Brand
Context
Category
Existing Data Review
Desk Research
Category Audit
Grounding the eXchange opportunities in the realities of the
Consumer, Client, Category and Existing Data analysis, means guidance from
The Brand Pyramid and Opportunity Grid is properly calibrated
© TransgressiveX LLP, 2014
The eXchange Strategy Generator
An eXchange Strategy is built for the brand,
integrating with existing work
POSITIONING
PROPOSITION
Market Place
Consumer
eXchange
Price, Distribution
competitive Set
Consumer Proposition
PURPOSE
eXchange Core
PRODUCTS
Products &
Services
Direction of Product
Development
Centre of Gravity &
Heartland of Brand
EXECUTION
eXchange
Guidelines
The Personality that Identifies
and Differentiates the Brand
© TransgressiveX LLP, 2014
eXchange Aligner
The eXchange Strategy is shared in an immersion
process to internal stakeholders and partners
Aligned Execution
Aligned Briefing
Consumer
Communication
Creative
Partners
Broadcast, Digital, Visual
Identity, In-Store, PR
Advertising, Media
Planning, Brand
Promotion, Visual
Identity
eXchange
Strategy
Aligned Internal &
External Strategy and
KPI’s
Trade &
Corporate
Category Thought
Leadership, Investors,
Enterprise Stakeholders,
Corporate Affairs, CSR
Aligned crossfunctional teams
Functional
Teams
Marketing & Insight, Customer
Management, Innovation,
Operations, Finance
© TransgressiveX LLP, 2014
eXchange Activator
Ideas to excite consumers, activating the eXchange Strategy,
are built with executional brand partners
© TransgressiveX LLP, 2014
Brand eXchange Power
Summary
© TransgressiveX LLP, 2014
Summary of the
Brand eXchange Power framework
Manage
Opportunity Grid
Measure
Monitor
Brand Pyramid
eXchange Monitor
Strategy Builder
ConteXtualiser
Stakeholder
Aligner
Activator
Support Consultancy
© TransgressiveX LLP, 2014
© TransgressiveX LLP, 2014
So much for the theory:
Now, some brand examples!
© TransgressiveX LLP, 2014
Desirability
Diageo’s ambition to
introduce whiskey to
under 35 y.o. men
Combining celebrity
endorsement and
associations of
glamour and
success…
…with category
subversive
contemporary visual
cues
39
© TransgressiveX LLP, 2014
Vitality
An energetic lifestyle
brand that also
happens to sell a
beverage?
Vitality
Giving wings and
ideas to people
and engage
brand zealots
Creating
huge Buzz
with mass
audiences
40
© TransgressiveX LLP, 2014
Connection
Heinz is part of the
fabric of family life, and
is one of the best known
food brands in the UK
and Ireland
It retains a place in both
hearts and shopping
baskets through
empathetic connection
And continues to
build ways in which
to connect with it
through targeted
‘moments of
comfort’ 41
© TransgressiveX LLP, 2014
Honesty
Starbucks is the worlds
largest coffee shop
chain, generating annual
revenues of c. $15Bn
The brand was founded
on principles of ethical
sourcing and local
community engagement
The revelation of
corporate tax
avoidance activities
resulted in a serious
loss of consumer
trust 42
© TransgressiveX LLP, 2014
Clarity
The world's No.1 fast
food restaurant, serving
68 million customers
daily, in 119 countries,
with 35,000 outlets
In the category of faston-the hoof, get in, get it
and get out -food,
consumers know exactly
what McDonald’s offers
Despite the need for
continuous menu
innovation, there is
an absolute
commitment to
43
executional delivery
© TransgressiveX LLP, 2014
Uniqueness
An American ice-cream
brand founded in 1978
with a $12,000 loan, sold
to Unilever in 2000 for
$326 million
It became famous for its
progressive and
countercultural flavours
and ethical activities
promoted by its creators
Humorous
customisation of
flavours with current
events maintain the
brand’s quirky
44
relevance
© TransgressiveX LLP, 2014
Accessibility
The worlds most
ubiquitous and valuable
brand from a very
simple, but relentless,
persuasive model
The brand owner
focuses on generating
occasion and eventdriven awareness…
..while bottling licensees
drive distribution and
availability
© TransgressiveX LLP, 2014
Worth
Europe’s fastest growing
grocery retailer focuses
on offering limited
choice at lowest
comparable prices
Worth
A combination that is
driving more footfall, till
rings and Facebook likes,
than any other retailer
Lowest price is winning
against the wider choice
and value-added
propositions of other
retailers
© TransgressiveX LLP, 2014
An eXchange Glossary
© TransgressiveX LLP, 2014
An eXchange Glossary
(Please Print on A3)
© TransgressiveX LLP, 2014
Client Engagements & Endorsements
© TransgressiveX LLP, 2014
Client Engagements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
© TransgressiveX LLP, 2014
Endorsements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
Michelle Audette
Global Category Director of Family & Kids
Britvic Soft Drinks Limited
Britvic wanted to develop
a new compelling
proposition for a heritage
brand to both rejuvenate
its leadership and
position it for global
expansion in a highly
competitive category.
TransgressiveX created an
inspiring new direction
for our Brand which
demonstrated a thorough
grasp of category
dynamics, Britvic
commercial priorities,
regulatory hurdles and
Consumer trends, across
a diverse range of key
target markets. They
presented us with 3
powerful Brand
territories focused on
delivering the most
fulfilling experience
for at key points across
the consumer journey.
They facilitated us to an
optimised proposition
and then worked with us
to align the marketing
teams behind our chosen
option.
Their frameworks,
processes and experience
enabled them to deliver
this with minimal
disruption and to a very
tight time schedule. We
will certainly consider
them for future Brand
challenges.
© TransgressiveX LLP, 2014
Endorsements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
Roger Scarlett-Smith
President, Consumer Healthcare Europe,
Middle East & Africa (Emea), Glaxosmithkline
GSK worked with
TransgressiveX in examining
Lucozade, for its fit with
corporate strategy, its
potential for development and
its future growth.
TransgressiveX added business
value by clearly identifying the
opportunities for the brand,
indicating what resources and
commitments would be
needed to build it further.
Their framework for
understanding a brand is
innovative, but also intuitive
and readily included in existing
ways of thinking and working.
We see great potential to use
their ideas of brand exchange,
seduction and persuasion.
© TransgressiveX LLP, 2014
Endorsements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
Chris Thompson
International Brand Director,
PZ Cussons
TransgressiveX have allowed us to
forensically understand brand health
across the world and positively
challenged our strategic thinking and
brand positioning.
As a result we have been able to
develop a more robust and aligned
global strategy and operational
direction across our diverse and
competitive markets.
© TransgressiveX LLP, 2014
Endorsements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
Andre Dahan
Marketing Director
Thanks to our project, we were able
to add depth to the knowledge gaps
at different stages of the brand
funnel, and contextualize the overall
brand situation, and recommend
some significant steps (for example
there is indication that the brand
may be vulnerable as it has grown
predominantly based on its visibility /
momentum / value and suffers lack
of equity among its own user base
too).
The best added-value is when we are
building a brand from scratch / brand
is not well-positioned or do not a
clear idea on how to move the brand
forward especially in terms of brand
positioning and campaign direction.
If we had done this exercise last year,
the added-value would have been
multiplied.
© TransgressiveX LLP, 2014
Endorsements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
Jim Carroll
Chairman,
Bartle Bogle Hegarty
As media channels and routes to
market have fragmented, as the
customer journey has become more
sophisticated, and as consumers have
developed a louder voice, there has
been a growing call from brand
owners for a unitary system of
measurement.
Brand eXchange Power offers a single
currency for assessing brands'
engagement with consumers. It
provides granular diagnostics and,
importantly, it directs future action.
© TransgressiveX LLP, 2014
Endorsements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
Richard Swaab
Deputy Chairman,
AMV-BBDO
It’s not often you hear of
something quite new, richly
fascinating - and that intuitively
rings robustly true. TransgressiveX
is just such a company.
Keeping things simple, but at the
same time ensuring the data takes
you somewhere taut and specific.
It feels like a real step forward.
© TransgressiveX LLP, 2014
Endorsements
GROW THE GREATEST BUSINESS VALUE IN YOUR BRAND
Vicky Bullen
CEO,
Coley Porter Bell
TransgressiveX's notion of
Brand eXchange Power is a
fresh and exciting one. We live
in a world where brands no
longer just have to stand out
and be relevant to be
successful. They have to
create connections, build
experiences and have a
dialogue with people. So
measuring and monitoring the
energy factor of your brand's
relationship seems like a no
brainer. TransgressiveX's
approach is academically
rigorous, creatively insightful
and a breakthrough in terms
of taking multiple insight and
opportunity strands and
pulling them together
cohesively into a real action
plan. It results in targeted,
strategic and utterly practical
advice on how to make
your brands stronger.
© TransgressiveX LLP, 2014
TX People
© TransgressiveX LLP, 2014
TeamX
Carol Reay
Chairman
Carol plays a large part in the
development of client
relationships and constant
progress of Intellectual
Property. She brings creative
energy to optimising client
brands, through her extensive
experience with
communications, creativity
and design
businesses. Carol leads a
portfolio business life
combining her role at TX with
being a partner at one of the
world’s largest executive
search firms Odgers
Berndston looking after
communications strategy, and
a non executive role at a
Brand Design
Agency. Previously she ran
her own Brand Strategy
Agency, Sherbert Lemon. She
was Chairman and CEO of the
Great Ormond Street
Children’s Charity and Chief
Executive of top 20
advertising agency Mellors
Reay & Partners which she
sold to Grey Worldwide. Carol
is an English graduate and a
psycho-analytical counsellor
too. She is a Fellow of the
Institute of Practitioners in
Advertising, and The RSA
(Royal Society for the
encouragement of Arts,
Manufactures and
Commerce).
© TransgressiveX LLP, 2014
TeamX
Nadim Sadek
CEO
Most recently, Nadim created
and managed his own brand,
successfully operating in 6
categories: Hospitality, Horse
Stud, Art, Music,
Food and Whiskey.
Previously, he was Worldwide
Commercial & Strategy Director
for Research International,
Global Leader of Millward
Brown's Qualitative Network,
and founded what became
the world’s biggest qualitative
agency, Sadek Wynberg
Research, which he sold
to WPP.
He also manages the career of
'Shaefri' nominated in Ireland
as 'Best New Singer-Songwriter,
2012'. Nadim is a nonexecutive director of a marine
navigation business, a
corporate security firm and an
adventure-events company. By
training, he is a Psychologist.
© TransgressiveX LLP, 2014
TeamX
Andrew Wish
ANDREW WISH
COO
As Country CEO of AstraZeneca
Pharmaceuticals, Andrew led
its merger, its strategy and the
launch of a number of
significant megabrands.
He then developed the Africa
and Middle East Region for
Research International, before
taking on the role of Global
COO for RI/TNS working to
enhance the strategic offer to
the top 10 Global Clients.
This involved working with the
head offices and all the regions
of clients such as BAT, P&G,
Coca Cola and Unilever.
His formal qualifications are in
Business Management and
Psychology.
© TransgressiveX LLP, 2014
TeamX
Iain Hamilton
Partner
Iain has worked throughout
his career as an
entrepreneurial client-side
Marketing Director and CEO in corporate, PLC, private
equity and SME organisations.
His forte is in mobilising
teams from high level strategy
through to low level execution
detail.
He has senior commercial
management experience in
global, multinational and
start-up environments, and
the business and cultural
challenges inherent in each.
A Chemical Engineer who
graduated in Business
Management, he is a Fellow
of the London College of
Music in Speech and Drama.