Our Three Global Services

At Alexander Dunlop, we believe that global cultural understanding is the key to finding a unique global story for your brand. All of our services use a Journey and Discovery approach. Collaborative exploration, mutual learning and generating insight are central to how we operate.

Inside Out

Brand Indentity - Understanding why your brand is

Behind each great Brand is an archetype in a story, wrapped in a myth

Great brands deserve great Storytelling

We are in an era of marketing where what the product or service does is less important than what it means to people. Iconic brands acquire cultural meaning through having a distinct personality. They have a story to tell, a myth – ultimately, they have the ability to create a world that people want to immerse themselves in. We help you create that world.

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How do we do it?

We work with Brand, Marketing and Research teams in a journey of discovery to uncover the archetypes and stories that will build your Brand. We create the foundation for exploring and identifying all the aspects of building a coherent meaning system.

What will you get out of it?

The journey delivers a secure rock on which the brand's meaning system is based. It is more reliable than a definition based on concepts, words, and a set of adjectives – and one that will be transferable to your target markets.

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Outside In

Cultural Research and Communication Optimisation

Success for marketeers today lies in their ability to understand the cultures of the world. People bring their own cultural stories to a brand story. In order to connect with the consumer, you need to know what their stories are.

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How do we do it?

Our unique approach puts panel members who grew up in a culture but are now living outside that culture into a room to get an Outside In perspective of the Brand’s world. We find we get better insights as people that are totally immersed in a situation often don’t see what is obvious.

"The one thing a fish knows nothing about is water"

- Marshall McLuhan

We then put a number of cultures in the room at the same time. It is in meeting another culture that you are forced to make your own cultural assumptions, values and beliefs explicit.

To further validate the insight derived from these sessions, we conduct tailored quantitative studies with those living in the culture.

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What will you get out of it

Depth, speed and practical guidance is the outcome of these studies. By engaging in cultural clustering, we ensure that you are optimising your marketing investments. As one of our revered clients used say, "If you are 1% wrong in emotion-based communication, you are 100% wrong".

We will give you an assessment of what the right channel mix is for your customers and give feedback and recommendations on your communication narrative and how it impacts the customers core values and senses.

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Where Story meets Strategy

Matching Brand Stories and Personal "My" Stories

“A person’s identity is not to be found in behaviour, nor important though this is – in the reaction of others, but in the capacity to keep a particular narrative going”. – Giddens

Consistency across multiple media, time and cultures is a huge challenge when creating great campaigns. great "briefing material" becomes vital.

The key task is to align Brand Stories with "My Story" and the key challenge is how to do this at the right time and in the right context. This is the essence of the service, where Story Meets Strategy.

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How do we do it?

We facilitate the creation of your marketing strategy by using your Brand narrative to fuel activities to contribute in creating a consistent message (or narrative) across all relevant channels. We guide you on this journey by empathising with the customer, mapping life stages, creating story boards and creating key customer journeys.

What will you get out of it?

The identification of the unifying glue that will connect your Brand Story with your Customers across every channel. By empathising and role playing, you will start to understand how your Brand Story is perceived through the eyes of your customers and really understand their needs and dreams. This approach will drive you to deliver the best possible experiences to your customers through the channels they interact in. We don’t like to predict what comes out of these workshops, as we don’t want to restrict the endless possibilities.

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