Introducing: EDGE Contextual Map

EDGE Contextual Map – ECM – is a groundbreaking approach to mapping situational consumer needs, for radically new market understanding. ECM is the cornerstone of consumer-driven growth and innovation strategies at all levels; it fuels growth at company, category, brand, and extension levels.

EDGE Contextual Map

Those companies consistently outperforming their competitors show two interlinked commonalities;

(1) they understand customers better, and
(2) they are able to execute on such insights.

This is the single most important realisation we have made in our 15 years of work with growth strategies for clients. It is also the prime reason for our dedication to build unrivaled methodologies for understanding customer needs, and a key driving force in developing ECM. What comes as a surprise to most companies is how easy it is to become truly customer driven, even at the corporate level, once they establish a common platform for understanding consumers.

The case of Coke: In 2006, Mr Neville Isdell, then chairman and CEO of The Coca-Cola Company, launched the famous Manifesto for Growth. Their needs based segmentation map was a key pillar in this growth program. Said Mr E Neville Isdell back then:

‘When people want to know why I am optimistic about the future of The Coca-Cola Company, the need state map is why: because the opportunity is so enormous. When they want to know how, by 2015, we will pursue our goal of doubling the value of trademark Coke and growing the rest of our portfolio to a commensurate size, this map is going to help us find our way.’

Mr Neville Isdell was not joking. The value of the Coca Cola brand grew by 78%, from $41bn to $74bn between 2006 and 2011, according to Millward Brown’s annual Brandz ranking. They are in great shape to blow away Mr Neville Isdell’s 10 year ambition, much thanks to their needs map.

Whilst working with growth strategies we’ve also accumulated unparalleled amount of experience on the most sophisticated (needs-based) segmentation research tools available, similar to Coke’s proprietary model. As psychographic models they work well to define brand positions. However, they fail to deliver the necessary operational and strategic support for decisions leading to innovation and growth, especially at the category and company level. ECM is contextual and situational, and related to your brands and products. Therefore you get the real picture of your market as defined by your most important customers. It is designed as an operational tool for immediate implementation in your organisation, be it for Strategy, Positioning, Innovation, or Communications.

ECM facilitates a better understanding of complex markets and is targeted at companies who wish to be, or remain, market leaders. You can read more about EDGE Contextual Map here.