Today’s innovative corporations are expanding on the role of their CMOs (Chief Marketing Officers) to become more transformational in building growth strategies for global market leadership. As corporations continue to grow ever more complex, CMOs are increasingly becoming responsible for decisions related to corporate, product, and service brands which require being more agile in spanning corporate silos. This new reality demands from the CMO to decentralize branding decisions in order to bridge the gaps among the different silos of managing innovation, production, and organizational efficiency in order to optimize the brand-customer experience. Therefore, the CMO is increasingly becoming at the forefront of strategic market growth initiatives.
The CMOutsider ™ program was developed by Accurand to support CMOs and senior corporate leaders in coordinating complex brand-related decisions (i.e. creative, digital, strategy, and research) in order to create brand harmony, clarity, and consistency. Also, the CMOutsider ™ supports senior executives of small and medium enterprises that don’t have their own CMO to coordinate a multi-agency ecosystem that provides brand-related services. Further, this program can be useful for companies that are in the entry phase of foreign markets since the CMOutsider ™ offers corporate briefings on entity formation, expansion, and growth.
Natural Food Brands
and Nutritional Supplements
The U.S. natural foods and nutritional supplements cluster is very lucrative. The size of the dietary and nutritional supplements market is estimated at $40 billion while the natural food segment has reached $70 billion. We offer an integration of cutting-edge brand strategy frameworks to help accessing and dominating the B2B and B2C segments of the market with robust private label manufacturing and brand merchandizing support services. Our consulting team has over 30 years of experience in the U.S. market addressing the toughest global marketing and brand strategy challenges. Currently, Accurand is coaching award-winning entrepreneurs (founders, owners, and operators) who are entering the market for the first time with innovative healthy 100% all natural gourmet products.
At Accurand, we have firsthand experience in preparing vendor applications for some of the leading retailers such as Whole Foods, Wegmans, Giant Food, Harris Teeter, Aldi, and Trader Joe's. We work closely with our clients to empower their brands through creating third party verifications, developing packaging and labeling strategies along with preparing marketing plans. Also, our leadership team partnered with the nutrition division of a global leader in healthcare to offer the analysis of customer relationship management, retail marketing, and made recommendations regarding how to better align brands with customer experiences.
We work closely with certified and accredited executive training and coaching partners to design and deliver custom-tailored programs for a wide variety of industries. For example, we offer unique executive development programs for the banking industry to empower their SME clients in today’s disruptive environment where entrepreneurial businesses are facing the challenge of sustaining performance. Only a few SMEs are having strong, differentiated, and enduring businesses that are able to sustain their performance beyond the launching phase. This executive program offers an awakening call to action in response to unmet needs and changes in the SME banking landscape.
Also, we coach small and medium sized companies through the formation, expansion, and growth of their business. The Accurand Academy conducted workshops and corporate retreats where we worked closely with our partners in administering our Brand Consistency Metric ™ to measure how their brands resonate in the marketplace in terms of rating brand consistency, brand characteristics, and market impact. We help clients focus on creating strong cultural brand within the organization while aligning their service delivery models with the desirable brand experience. The Accurand Academy™ helped our partners in the following ways:
· Managing the customer-brand engagement experience;
· Creating brand consistency in communicating innovative offerings;
· Aligning brand design and management with relationship building;
· Assessing market demand structure in different sectors;
· Building effective contingency plans in the face of increasing uncertainty;
· Discovering, connecting & seizing opportunities related to corporate vision, mission & strategy.
Building Guest Engagement
Accurand pioneered the Guest Engagement Management (GEM) Index as a unique brand positioning platform that was implemented in case projects like Tysons Galleria, a three-level enclosed 825,000 square foot luxury retail center located in McLean, VA. This mall is at the center of a 2 million-square foot mixed-use development; the center’s footprint includes an attached 398-room Ritz-Carlton hotel. It features more than 90 luxuries specialty retailers and restaurants, and anchored by Macy’s, Neiman Marcus and Saks 5th Avenue. This case project for the Tysons Galleria provided a detailed ServiceScape analysis that included an interception study and brand strategy recommendations for destination marketing communications.
Helping clients grow beyond traditional markets requires using digital marketing strategies to target younger millennials who are more technologically savvy. For example, top luxury hotels are forging a partnership with American Express to maximize the use of AMEX’s “My Life, My Card” as a template for new internet videos content. Also, using celebrity endorsers helped in adding mystique to the brand while creating socially conscious market ads to increase viewer’s attention by using the tagline “It’s My Pleasure” in a way that switched attention from the functional attributes of the brand to an image of a “Smart Lifestyle Brand”. Among the Millennial consumers, there is a strong interest in receiving instant gratification through the use of digital technology such as wearable devices like wristbands for on-demand access to hyper-local communication messages and for gaining admission to local attractions in ways that offer seamlessly integrated personalized customer experiences.
Beacons intelligently deliver hyper-local communication messages by measuring the proximity of a traveler to the beacon itself. This helps city destinations and retail brands to ensure the relevance of the delivered communications. Also, it helps in aligning the brand with the Omnichannel user. The Millennial consumers are particularly attracted to multi-screen communications in order to gain instant access to information on special promotions and to search for reviews on the environmental and social impact of the brands purchased.
Purposing with Purpose
We worked closely with leading clients that own and operate mixed-use mega facilities including major hotels, shopping outlets, and premier resort destinations like the city of National Harbor, Maryland that includes the Tanger Outlets and MGM National Harbor Hotel & Casino. In this case, Tanger built a strong strategic intent on implementing Omnichannel communications to strengthen the brand’s social responsibility messages embodied in its TangerCares campaign. Also, the city of National Harbor is being located along the Patomic River just south of Washington, DC is a multi-use waterfront development of 350 acres being positioned as a premier environmentally sustainable urban community with major green buildings, hotels, and tourist attractions like the internationally acclaimed LEED Gold certfied MGM Casino Resort.
In today’s disrupted market, where revenue sources are increasingly becoming scarce, navigating operational turbulences require organizational agility that is driven by intelligence to deliver exceptional outcomes. Agile Operations by Accurand harnesses the use of cutting-edge technologies to span organizational silos and optimize the organic interaction of humans with processes and technologies to help clients authentically connect their services, products, and/ or destinations with their customer/ visitor experiences to drive sustainable growth.
At Accurand, we offer operational road maps and action plans that integrate customer/ visitor experiences in order to maximize results and long-term gains for all stakeholders (i.e. investors, operators, tenants, municipalities, destination management organizations, local communities, etc.). Every great agile operation starts with creative “fresh thinking” prior to mapping-out the process of action planning. Thus, developing and executing operational plans require a strong commitment to work collaboratively with all of the client’s stakeholder groups in order to achieve extra ordinary results that stimulate the heart and soul of the client’s organization in an agile way.
Thriving Smart City Hub
The prevailing image of Tysons, Virginia as a suburban shopping destination (on the outskirts of Washington, DC) threatened by the rise of online commerce is becoming a reality. For a long time, Tysons was perceived as a shopping destination with two top-ranked malls closely located to each other. The “beyond-shopping” image of Tysons required major collaborative efforts between the Innovation & Entrepreneurship Council of Northern Virginia Chamber of Commerce and the Tysons Partnership to create a Business Improvement District (BID) that envisions a smart hub in Northern Virginia. Thus, Tysons is transitioning away from a suburban shopping destination to an emerging hub of technology, transportation, and logistics. This initiative to develop a Smart City Hub in Tysons required integrated marketing efforts in order to communicate a harmonious brand messaging that is in alignment with the strategic intent of creating “America’s Next Great City.” This major infrastructural transformation led to population changes (60% under 40 years old) that created a high growth urban community in Tysons.