20-Second Case Study: The Surprise Ad Agency Pitch

The Problem:
An advertising agency from the western US got a last-minute invitation to pitch a huge client but didn’t have a deep background in the client’s industry of travel and tourism.

The Application:
The agency launched a MeBox brand map survey for the client’s brand and their main competitors and had hundreds of responses within one week. They used the data to quickly learn the true market position of the client and create a unique advertising strategy based on current market dynamics.

The Result:
Armed with this data that competitive agencies didn’t have, the agency was able to outflank much larger agencies for the account and move forward with the campaign.

20-Second Case Study:A Confusing Brand Identity

The Problem:
A leading medical device provider had long used imagery of the western US desert in its brand identity. When the company expanded its overseas operations, managers wondered if they should continue to use this iconography with international customers.

The Application:
The company used the MeBox brand map to understand if international customers recognized the symbols of western desert imagery like most Americans did (trailblazing, new frontiers, determination). Study results indicated that this imagery was confusing to international customers and portrayed the company with a narrow US vision rather than a global one.

The Result:
Appropriate changes were made to the identity that projected a more welcoming and understandable global image.

20-Second Case Study: Mistaken Brand Perceptions

The Problem:
The leading publisher of craft magazines was experiencing internal turmoil because their three leading craft magazines were all courting the same readership. This created branding conflicts, advertiser defection and reader confusion.

The Application:
A MeBox brand map study gave the publisher branding direction by showing which slice of the craft market each magazine owned in the minds of readers. Readers were very clear about which craft activities and projects they associated with each magazine.

The Result:
Knowing this, the publisher was able to articulate a clear editorial mission for each magazine that didn’t overreach into the editorial domain of the others. This concentrated the brand power of each magazine, boosted readership and helped advertisers feel more confident in the audience they were reaching.

20-Second Case Study: Eating or Skiing?

The Problem:
A Utah ski resort frequently ranked as the premier US ski area wanted to know how their brand image compared to competitors in Colorado.

The Application:
AA MeBox brand map told resort managers that skiers associated this resort more with food and service than with skiing. While this resort was known for food and service, Colorado resorts owned the perceptions of deep snow and a Rocky Mountain skiing experience.

The Result:
The resort turned this insight into a campaign contrasting the adventurous Rocky Mountain skiing experience and the pampered service experience they offered together at the same resort. Winter bookings for the last season were up by over 50%.