When the NEC decided to launch a box office brand, there were a number of key strategic challenges, not the least of which was what to call the new brand and how to position it with respect to the NEC. To help address these issues, the naming one in particular, the Dent Consultancy ran a series of consumer workshops, which provided insights in a number of areas: Key insights...

When itoiresearch engaged the Dent Consultancy to help them with branding and marketing, they probably didn’t expect it would start with research. However, a strategic review identified some key questions that needed answering, which led to a series of depth interviews with past, present and potential clients. The research revealed that unlike most of the off the shelf resea...