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Turning data to insight and insight into strategy to

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About Brandmaker
Consulting

We believe that well positioned brands can make a positive difference, not only in terms of business results but also in culture and society. Therefore, as a brand consultancy, it is our purpose to ignite businesses through brand strategy that facilitates meaningful growth and innovation through creative problem solving. From research to insight reports to workshops and complex projects in the areas of business, brand and communication, our expertise keeps growing across industries and know-hows, including disruption theory, cultural branding, service design and data driven research practices.

Services

Services

Business audits &
deep dives

We create a snapshot of the given business, analyzing its marketing materials, conducting in-depth interviews and think tanks with relevant stakeholders and pinning down main drivers and opportunities for its future.

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Insight mining &
positioning

We use the power of insights to help brands thrive, along the 4C:

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  • Consumer: segmentation, target group definition, decision journeys and the attitudes, drivers and key factors that influence them
  • Culture: trend summaries, semiotic insights, think tanks of key opinion leaders
  • Category: white space analyses, convention mappings and disruption theory
  • Company: SWOT & USP definition, purpose & brand DNA elaboration

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Data-based Market Research Solutions

Supporting our clients' marketing strategy and decisions by understanding their current brand position, brand health and exploring future opportunities. 

By conducting research based on digital research solutions, social media footprint and conversation analyses, we provide data-driven strategies reflecting consumer needs, opinions, and preferences.

Combining various research methods, our brands gain smart and valuable insights improving their products and services, developing new marketing strategies, and enhancing their relationship with consumers. 

Our competencies include:

  • Social Listening solutions based on vast online conversation data
  • Social media footprint based Target Group Segmentation and Personas
  • Online and in-person Focus Groups & Interviews
  • Large Sample and Micro-Targeted Online Surveys
  • UX Research & Consulting, Customer Journey Mapping
  • Desk Research & Market Research solutions
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Social media footprint based Personas

Data-based identification of the main character of the target group, segmentation of the target group followed by an in-depth analysis based on social media interactions and comments users. Description of segments and target audience include demographics, interest, lifestyle, preferred contents, tone of voice, messages, consumption and shopping habits, brand preferences, media consumption habits, influencer preferences, digital, green, cultural, IT or any other specific interest with a social media footprint.

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Brand management
through consultancy &
workshop facilitation

As brand guardians we support our partners in diverse marketing issues, coming up with personalized strategies to reach lasting solutions. This usually means consultation sessions, branding processes and guides to manage them.

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Communication planning

As much as we believe in seed creativity, involving marketing & branding resources as early in the process as possible, another crucial area for our brands to succeed is the guardianship of its communicational resources. Setting up touchpoint ecosystems, campaign roadmaps, comms & marketing KPIs, as well as improving briefing processes and agency - client relationships is also a large part of our competencies.

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Recent Projects

Business audits &

deep dives

Understanding the business context of building materials for Wienerberger and its product brands Porotherm, Tondach & Semmelrock

Exploring the changing media landscape and how to thrive as a legacy tv brand for RTL Hungary

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Supporting Hungarian Rossmann to regain competitiveness via an internal and external audit and repositioning strategy

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Insight mining &

positioning

Defining the food retail landscape along the 4C for the Spar / Interspar universe

Positioning Billingo as a fintech solution of SMEs

Positioning eMAG & Extreme Digital and managing its transition strategy

Kickstarting MindWell, a pediatric psychology center with a full brand positioning based on workshops with the founder and key stakeholders - planning its identity, name, tone of voice, purpose, messages, and channels used for communication

Helping Mogyi, the region’s leading snack brand understand its market & consumer context and navigate regional brand repositioning

Data-based Market

Research Solutions

Exploring the financial decision making and help-seeking mechanisms of the Hungarian population, presenting the typical financial dilemmas, difficulties and misconceptions for the development of the Financial Navigator service of the National Bank of Hungary

Assisting the European Climate Foundation by identifying key narratives and voices surrounding renewable community energy projects in EU member states, the UK, Norway and Switzerland

Helping Nosalty improve their UX and UI by discovering user drivers and needs when it comes to using recipe sites and searching gastro content

Social media footprint based Persona Development

Understanding the Hungarian ‘baking universe’ and its members, delving into the lifestyles and baking habits of different homecooks relevant to Nagyi titka

Identifying key local gas station-goers and everyday drivers in the countryside for M.Petrol

Exploring the needs and interetsts of the early adopter and highly digitized Digital Champions and their various segments for Yettel

Brand management through consultanty & workshop facilitation

Developing and managing a “Future Consumer” Innovation workshop for Heineken

Supporting a grocery delivery startup in reaching a go-to-market strategy

Communication
Planning

Supporting the Telenor Yettel transition with a new brand universe and its strategy of implementation

Optimizing marketing resources for Ideal Body (ex Turbó Diéta) and supporting its marketing roadmap

About
Eszter Molnár

Lead Strategist

I'm a strategic consultant specialized on brand positioning and promise making. In the past I had the chance to work at leading international networks as DDB and TBWA, as well as gain experience as Head of Strategy at one of the leading independent Hungarian agencies. With over 20 brand strategy projects I helped develop value propositions, brand and rebrand strategies as well as communication and content plans. I love learning and am always up for new perspectives, which is why I enjoy taking courses.

Recently I completed Service Design and Innovation strategy with IDEO and Digital Transformations with Hyperisland, as well as Media Bootcamp at Cannes Lions. I'm also very interested in cultural research, completed a course in Semiotics and work closely together with the social data based startup Datalyze, with whom we have managed to take part at the 2022 Cannes Festival of Creativity with an Innovative Startup grant.

Mikes Mezei

Research Consultant

A sociologist with 10 years of research and 4 years of management experience, skilled in market and public opinion research and data analysis, and open-minded in terms of methodology. His professional focus is mainly on combining digital research methods with traditional data collection. Previously, as a product and then operations manager at DATALYZE, he supported brands and agencies with data-driven research and consultancy.

Virág Lilik

Strategic Planner

My main responsibility as a planner is to support projects by carrying out background research and analysis, from understanding the market and the category to analysing consumer behaviour and trends. The resulting insights help me develop the communication strategy that brings the brand to life.

The projects that bring me the most joy are those that come from the cultural and/or non-profit sector and aim for kickstarting a new brand or rebranding an existing product or company. Completing Sweathead’s Strategy Summer Camp, Ogilvy's Behavioural Economics Nano MBA and participating in the international final of Cannes Young Lions in 2023 helped me broaden my horizons and deepen my understanding of the professional background of strategic planning and branding.