Brand Analysis and Knowledge Auditing

Most projects require a degree of brand / financial / sales analysis: looking at the status and situation of the business or brand with detached objectivity.


It is often the case that beliefs about a brand’s situation are incorrect as conventional wisdoms have developed, or incomplete information has been relied upon, and no-one has stood back and objectively analysed the brand’s current situation, trends, and reasons why.

Organisations can have huge quantities of expensive research and data that is rarely used. Despite the volume of existing research, the specific question that needs to be answered on a particular occasion frequently requires new information. Different information sources are rarely effectively connected to each other. It is unusual that there is a clear, commonly understood picture of an organisation’s or brand’s situation beyond the superficial. Simple, common questions are often difficult to answer. The knowledge audit is designed to address these issues. In summary, we…

  • Identify what knowledge might be needed in principle for an organisation like yours
  • Identify specifically what is needed in your particular case
  • Identify what knowledge you have now
  • Identify what needs to change
  • Identify cost and quality benefits
  • Work with you to bring about the required changes

Find out more about our Knowledge Audit HERE

Some slides from the attached presentation:
(Click to enlarge)

Examples of our work

(Click on the image to find out more)


Nestle impress us. Of the multinational FMCG businesses it is the most flexible and adaptable, maybe along with Pernod-Ricard.

We were appointed to identify portfolio priorities and define key brand propositions.


Our first publishing project.

Defining audience, brand, and communications plan.

Very successful.


Stella Artois has long been one of Britain’s most successful beer brands. But it hasn’t always been plane sailing. It has gone through several periods of decline.

We got involved during the last one. A repositioning was planned. The ad agency wasn’t sure that was right. They suggested we have a look.


Big initiatives hadn’t resulted in big growth in visitor numbers.

We were appointed to find out why and propose actions.

Great Marlborough Street was built in the early 18th Century and was named in honour of the commander of the English Army, John Churchill, 1st Duke of Marlborough. It was a highly fashionable address with five of the one hundred peers in 1716 living here.

Despite it’s American image the Marlboro cigarette brand is named after Gt Marlbough St, as it was the site of the first Marlboro factory.