BRAND MARKETING

By being immersed in the drinks business we truly understand how brands live, breathe and evolve.

Brand Marketing

There is a unique dynamic of consideration, purchase and consumption in the on trade – and we embrace it. We also understand the relationship between on and off trade adoption.

brand diagram 1
PURCHASE DYNAMICS:Understanding how decisions are made

ADOPTION MANAGEMENT

Conspicuous consumption in full view of others means that what we choose to drink is transmitted at some level – this process of permission drives adoption in a trend based market where new brands are often Firestarters or Slow Burners.

brand diagram 2
ADOPTION MODELS:Firestarter or Slow Burner?

MEASUREMENT

We’re known for measuring and evaluating brand marketing effort in the channel.

Whether that’s evaluating new concepts prior to launch or assessing their impact in trade – or even managing test markets in outlets – this is Cardinal’s heartland.

Techniques are varied, employing the Bar Flyers for in-outlet methods as well as more traditional group discussions when the need arises.

Experiential measurement fits in here, too. The ROI of a campaign is possible to measure. And we’ve been doing since before it was called Experiential!