Interbrand has launched a new division called Brand Insights that aims to help marketers utilize data before they go to market.
Brand Insights launched in each market Interbrand has presence in, including Canada.
While Interbrand has been focused on brand valuation, Brand Insights will offer an array of new services, according to Carolyn Ray, managing director of Interbrand Canada. The new arm will help clients make decisions on everything from brand strategy to mergers and acquisitions and brand extension opportunities.
It will also offer ROI analysis and brand health monitoring.
The aim of Brand Insights, Ray said, is to help marketers use data and research at the planning stage. “Brands need to spend a little more time on the offense rather than the defense; at the outset of decision-making, to make informed decisions rather than validating decisions that have already been made.”
Historically, she said brands have been wary of the costs associated with using data prior to launching new products and campaigns or making other big brand decisions. What Interbrand believes, she said, is that testing new concepts or plans prior to going to market will reduce risk for marketers.
In Canada, Brand Insights will be led by Mark Rose, who is taking on the associate director role. Rose previously worked as a senior consultant at Interbrand and is now returning to the company after founding his own agency, Rose Illuminations.