Brand Development


A company’s brand is its most valuable asset. Markets change. Products come and go. Corporate leaders switch jobs or retire. But, when nurtured properly, brands endure. We grow your brand to grow your business.

Whether your company is acquiring an existing brand, repositioning your current brand or developing a new brand from the ground up, Cardinal Company provides necessary assistance.

As veterans of numerous notable branding and rebranding projects, we bring key capabilities to the table:

Brand Context/Competitive Climate

  • Industry and segment profile
  • Direct/indirect competitive analysis
  • Concept positioning within competitive landscapes
  • Analysis of brand strengths and weaknesses

Brand Experience Assessment

  • Customer experience with differentiators
  • Product depth/breadth and mix
  • Service delivery component
  • Physical assets evaluation

Brands Platforms/Positioning

  • Brand positioning, identity and architecture
  • Brand consistency and alignment
  • Evaluation of marketing programs, spending and resource allocation

Concept Drivers/Value Proposition

  • Customer profitability analysis
  • Pricing strategy and profit contribution
  • Economic drivers and levers

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