Brand Choice
Architecture™

A quantification of choice dimensions to drive brand strategy

Brand Choice Architecture™ classifies and quantifies a broad array of functional and emotional benefits, their relationships to each other, and their direct influence on product choice. Our proprietary models capture competitive context and emerging trends to provide forward-driven competitive advantage that is meaningful and clear.

Vista Grande’s Brand Choice Architecture™ will strategically guide your product development and align marketing communications to position your brand competitively, prioritize investment decisions, and leverage growth opportunities.

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Brand Choice Blueprint

 
 
 

The Brand Choice Blueprint™ provides direction to design a brand and its variants with meaningful and forward-looking competitive advantage. The Brand Choice Blueprint™ classifies functional and emotional benefits into proprietary segments to guide investment and drive action. The models take into account competitive context and emerging trends.

 
 
 

+ NEED

These are must-have benefits that consumers require and expect. There is no competitive advantage to gain from delivering them, but their absence must be addressed as a top priority. Automotive examples: power windows, air conditioning, AM/FM radio.
 

+ WOW

These are benefits that consumers do not expect today but find attractive. Brands which deliver them can differentiate and increase perceived value. Automotive examples: adaptive cruise control, multifunction tailgate, GPS navigation.
 
 

+ WIN

These are benefits where delivering more is better. This is the traditional competitive arena where consumers evaluate options and assess relative value. Automotive examples: fuel economy, horsepower, and handling.

 

+ NEXT

These are emerging benefits with high potential for super-charging brand performance. These are potential areas for placing a big bet to gain market share and first-mover advantage. Automotive examples: electric powertrain, solar roof, self-driving.

 
 

“Vista Grande’s team was extremely collaborative and consultative”

"We definitely made the right choice by selecting Vista Grande for our portfolio drivers work. Brand Choice Architecture identified not only key benefits that our brands need to address to stay competitive, but also identified emerging trends. Importantly, the learnings are high level enough to guide strategy, but also granular enough to inform immediate actions. I received feedback from all levels and across many functions as to how helpful the specific guidance was. As a result, we were able to immediately use the information to impact product and communications decisions, and the Choice Analyzer tool itself is used regularly across our Marketing Department to inform on-going strategy questions. Vista Grande’s team was extremely collaborative and consultative – I highly recommend them to address strategic portfolio issues.”

 
 

Dana Morris
Director, Consumer &
Marketplace Insights
Dreyer's Grand Ice Cream

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"Highly recommend them to address key brand and portfolio challenges”

"Brand Choice Architecture™ identified key benefits that our brands need to address to stay competitive and relevant, and also identified emerging trends for which we should plan. The learning was both high level to inform strategy and granular to inform immediate marketing tactics. Vista Grande’s team was extremely collaborative and consultative – I highly recommend them to address key brand and portfolio challenges.”

 
 

Marie Benoist
Director, Consumer &
Marketplace Insights
Nestlé USA

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The Vista Grande advantage:

 
  • Evaluates Functional & Emotional Benefits
  • Benefit Clustering & Purchase Pathway
  • Product Choice Impact Quantification
  • Benefit Segmentation & Prioritized Actions
  • Deep Coverage of Brands
  • Retailer-specific Private Label
  • Identification of Emerging Benefits
  • Cuts by Retailer & Demographics