Category

Brand Intelligence

Marshalls ethically paving a way to success with amazing results

By | Brand Intelligence

Why they are fab...

"Established British brand, with a reputation for supplying natural stone, successfully developing innovative concrete products, with clearly defined markets - construction, landscape and home improvement".

How they differentiate themselves

A leading brand and driving force in the isolation and eradication of modern slavery. Also, they actively understand their supply chains and can point to where their stone quarried.
Superior customer service, based on their down to earth, friendly but professional approach you would expect from a Yorkshire based company.
Also, an attention to detail. Marshall’s stone products are important enough to be delivered in their own vehicle. And the use of superior stone which looks beautiful but also has the right technical details such porosity, so their stone is long lasting and safe to walk on.
Constant search and development of new products to enhance their traditional stone based services. Excellent use of online media.
Bringing anti-terror protection products into the public environment without damaging the aesthetic or pedestrian flow.
Then there is the enhanced profile with strategic projects, such as London 2012 Olympic Park landscaping and key players in major garden and landscaping exhibitions.

Their competition

Hardscape, UK Stone Imports, BBS Group as well as Breedon.

Octorating

8/8

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Is the excellent Caffè Nero roasting their competition?

By | Brand Intelligence

Why they are fab...

"Caffè Nero, a UK independent Italian-style coffee bar brand are renowned for excellent coffee and fresh quality food. They offer an inviting atmosphere served by friendly people who try to get to know their regulars".

How they differentiate themselves

It’s an Italian coffee house feel, good coffee and food. They focus on their core brand values.
They try and encourage a welcoming atmosphere. You are greeted and made to feel that there is no rush. They is no pressure to leave, and the layout is relaxing allowing friends to chat informally. They want to create a neighbourhood feel.
There is an attention to detail in the coffee house, from the lighting, colour of the wood, seating etc. The packaged cakes, biscuits and chocolate at the front of the counter are all Italian.  Despite being a national chain; they work hard to ensure it does not feel like it.
They create a European feel and avoid the American style of their competitors. Their branding is subtle and not plastered everywhere.
High quality coffee, broad product range and food offering are a given, but the overall feeling of the coffee house makes you think the coffee is the better than their competitors. Is it? Matter of opinion and taste. We think so.
They have resisted the temptation to roll out their coffee houses to every street corner, and you will not find a coffee machine in a tired petrol station. You will not find a Cafe Nero on an M1 Service Station; they will not sell burgers in the future and drive in’s are not for them. Their mobile coffee shop offering is even small and European styled.
They have a simple loyalty scheme too. No sign ups, just stamp a card.
They possess just under 15% of the UK coffee shop market, and they are financially secure with cash in the bank proving their model is working.

Their competition

Costa, Starbucks. Macdonalds, local coffee shops

Octorating

6/8

Brand intelligence – Paul Smith

By | Brand Intelligence

Why they are fab...

"Iconic well made fashion presented within a superb, but understated experience".

Brand intelligence – How they differentiate themselves

Walking into a Paul Smith store is rather like walking into a top 5 star hotel.

You are walking into an experience where the products for sale are part of the experience. Also, Part of the art.

Therefore, you are not bombarded by the brand and signs proclaiming discounts, sales and directions. So, you have take your time and explore the store to find something interesting.

Subtle branding does not shout at you or the world. You know it’s Paul Smith and that is all that matters.

Moreover, the fashion has extreme attention to detail and quality with a premium price that you appreciate rather than struggling to understand the value.

Even the receipt is placed into a well designed envelope.

The staff are considered, professional, welcoming and leave you alone.

Fashion with a twist. Classic cuts with the unexpected. Like this year’s Octopuses.

Their competition

Hugo Boss, Prada and Burberry

Octorating

8/8

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Paul Smith and Brand Intelligence
Paul Smith and Brand Intelligence
Paul Smith and Brand Intelligence
New Octopus Intelligence Logo

Hello Octopus

By | Brand Intelligence

Octopus is the new name and brand for former Cast Intelligence.

The launch of Octopus reflects a positive move to grow us into a major global player in the field in Competitive Intelligence. Also it enables Octopus and it’s message makes a somewhat complicated subject really understandable.

CEO Graeme Dixon appointed Inbetween to create the new brand.  Graeme commented “We asked and Inbetween listened. Inbetween were the only agency who focused their proposal on our needs rather than talking about themselves.

The creative geniuses at Inbetween blew us away with their desire to really make a difference and elevate Cast Intelligence to the next level. And their passion for our brand resonates every single time we speak to them. So, the Octopus was born and it is so right for us.
Our Octopus brand is perfect and our website is exceptional in terms of how we are portrayed.”

Octopus provides intelligence services to answer the questions you need to know. Services include, competitive intelligence, due diligence, artificial intelligence, and market research. As well as investment intelligence, product intelligence, creative brand intelligence, deep due diligence, profiling and global insight.

Octopus helps minimise uncertainty.
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