Why Thought-Leadership Research? •
From Product Focus to Social Relevance – A thought-leadership platform: • Raises awareness of the brand and what it stands for, beyond product framework • Allows brand to speak in authoritative manner on a social issue inherent to its philosophy
• Expands the category reference for which a company is known and permitted to operate in
• Creates an emotional connection with the brand • Empowers consumers to make a change – in belief or behavior • Allows a company to differentiate itself in a crowded marketplace • Provides newsworthy insights that are credible, compelling, authoritative and conversational 1
Foundation for an Integrated Campaign • The richest thought leadership research integrates multiple perspectives •
Client
And serves an array of goals: – Challenges traditional thinking and changes the discussion around a social issue – Provides new insights that target audiences will find interesting and resonant – Informs brand strategy and communications – Serves the media, outreach, and marketing needs of the company
RESEARCH Academics
Marketing Agencies
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Linking Thought Leadership to Public Engagement
Listen with Intelligence Thought leadership includes credible research, listening and input from business, academics and society to build insight. Compelling Content White papers and global data help create compelling content, in addition to communicating through media. A Distinct Point of View The research conveys a distinct point of view about company and society interests and agendas, while allowing that others hold and express shared and alternative views. Proven Results Results are proven in terms of positive image, business results and societal impacts as well as media coverage.
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Research Approach
The research takes an academic approach for greater credibility, authority and reach:
Literature Review
Identify Partners
• Robust review of existing literature • Validate ownable white space
• Leading commentator/ academic • Voice of study/program • Expertise and authority • Interpretation through grounded experience • Spokesperson
Study Design & White Paper • Quantitative research (globally) • Not the standard “PR Survey” • Academic white paper developed in conjunction with collaborator
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