BRAND STUDIES

If brands are above all communication entities, their relationship with their audiences today should not be seen as a monologue but as an uninterrupted dialogue.

Owing to the work we have carried out for a large number of companies, we have a lot of experience in analysing this special conversation.

From this standpoint, it’s important to realise what a brand is really communicating, and to listen to and interpret correctly consumers’ voice.

ADVERTISING STUDIES

Advertising research is one of Alphabet’s main activities - especially pre-tests.
In this regard, we know that our responsibility is helping client companies and their agencies to create winning campaigns, without killing brilliant ideas for some minor imperfections.
Research is something that should support creativity rather than being a rigid form of judgment.

NAME TESTS

Names of brands and products are amongst the most critical factors in defining brand positioning.

They must be distinctive, memorable, easy to pronounce – but, above all, meaningful and inspiring.

Ideally, each name should evoke a story. Alphabet assigns a lot of importance to this area of research, in which it supports its clients on a regular basis.

NAME INVENTION

The validity of our name test activity has led many clients to ask us to move from checking to inventing.

The naming knowledge we have acquired over the course of many studies has thus become a method to create new names.

This is done not on the basis of brainstorming activities (normally used by advertising agencies) but with more in-depth and focused techniques.

PACKAGING RESEARCH

Packaging is a crucial tool for brand and product communication. It generally lasts much longer than advertising campaigns.

We believe that packaging must be taken into great consideration, and always in a comparative framework because this is how consumers experience it.

For Alphabet, packaging represents an extraordinary canvas on which each product should tell its story.

SOCIO-CULTURAL STUDIES

In this area we mainly look at socio-cultural phenomena, with reference to both short-term trends, which can be of interest to fashion companies, and medium or long-term trends, which can be relevant to companies whose business extends beyond seasonal variations.

Since trends of this type often emerge in the media, our competence in this area is the basis for advanced socio-cultural studies.

This approach proves its value by offering our clients early notice of probable developments of society and consumption.

STORYTELLING CONSULTANCY

What is the best way to tell a brand story?

How should offline and online brand communication converge?

What storytelling strategy should guide the use of social media?

What makes brand stories go viral?

We have analysed the principles of storytelling and many best practices, so we are well prepared to assist your company in this crucial field of action.

WEBSITE ANALYSIS

Our competence in semiotics and storytelling enables us to provide meaningful website analyses.

Any company website is a complex mix of visual and verbal signs aimed at telling corporate and brand stories.

The way signs are used is key to be able to engage visitors, build a relationship with them and open a dialogue – which can be continued and supported on social networks.