In completing thousands of projects around the world for the world’s leading brands, in-sync has seen our beliefs confirmed first-hand: that humans share traits which cross all national and cultural boundaries. Yet, we have also seen that there are distinctive cultural forces which must be understood to create winning strategies for both the global and the local playing fields.
A woman’s view of aging (and what she’s willing to do about it), for example, may differ radically between France and Spain, let alone between France and North America. A global brand must understand which similarities to leverage – and which differences to respect and harness.
With this in mind, consider the following sampling of the challenges in-sync is privileged to engage with daily:
Customer Intimacy:
Boomer physicians
Understanding how the mindset of Boomer physicians shapes their decisions and relationships with patients and even with pharmaceutical companies
Male snackers
Moving a client’s image of their target from Male snackers, 35–50, to a richly textured human portrait – his values, unspoken needs and aspirations – and how the brand and its equity can use this as unique leverage for growth
White Space identification:
Future-forward innovation
Working with a major food manufacturer, using the inspiration of emerging cultural tensions to create radically different, future-forward innovation platforms that will populate a 5- to 10-year pipeline for new products
Blueprint for molecule innovation
Setting a blueprint for molecule innovation in the pharmaceutical world by envisioning patient needs as early as 10-years-out in the development process
Setting the Brand Course:
Body-care brand
Helping the manufacturer of a major body-care brand overcome barriers to growth by refining its positioning, to address latent needs within its female target
Revamping the positioning of a struggling pharmaceutical
Revamping the positioning of a struggling pharmaceutical by constructing a living picture of the context of the hospital setting where treatment decisions are made to capitalize on the real-life motivations of physicians