CarterJMRN
A market research firm helping international brands understand Japanese consumers.
The brief
CarterJMRN’s website was dated and confusing, and lacked a central message. A firm that researches positioning for its clients had never done the same work for itself.
The question
What does CarterJMRN offer that its competitors don’t, and how should it say so?
What we did
- Competitor mapping
- What competitors were saying, and where the gap was
- Positioning
- One central idea, truth. CarterJMRN gets to the bottom line on the Japanese market, even when it is uncomfortable for the client. They call it unmasking Japan
- Brand personality
- A personality template and tone of voice, with language rules for everything the firm writes
- Website
- The website and external communications rebuilt on those rules
The outcome
The idea of truth resonated with CarterJMRN’s clients, and the firm’s website and communications now run on the brand rules without outside help.
The capabilities
Next engagement
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