A boutique consultancy dedicated to delivering relevant insights that guide clients through complicated decisions and uncover new ways of thinking.
Shari Allison
Principal
Shari has spent the past 20 years helping clients refine the way they look at their marketplace, their customers & their business. Co-founder of Ignite in 2011, Shari focuses on challenging convention, redefining context & delivering clarity to client partners. Although she holds advanced degrees in consumer behaviour, Shari’s expertise extends well beyond research & insights to thought-leadership & true strategic-partnership.
Stephen Tile
Principal
For the past 30 years Steve has been helping some of the biggest brands refine their target, define their messages and build their businesses. He is a consummate strategist who uses an array of research tools to deliver crisp & meaningful insights that inspire and transform.
Ignite is brought to the table when senior level, objective, thought-partners are needed to help provide clarity, focus decision-making & optimize opportunity.
Our business model allows for intimate, hands-on engagements that are flexible & provide meaningful business outcomes.
While Ignite can of course execute basic research, our sweet spot is really those issues that are strategically significant to the organization.
We focus on strategic, high-touch engagements related to…
- Market dynamics
- Brand strategy
- Brand targeting & positioning
- Brand identity
- Innovation
- Concept development
- Concept evaluation/execution
- Communication strategy
- Communication development/evaluation
Specializing in retail, travel, packaged goods, alcohol, technology, financial services & luxury goods segments.
- Ignite employs a creative range of methods to uncover insights…from traditional focus groups & online surveys to inventive interactive, observational & ethnographic approaches.
- Emphasis is on driving insights deep into organizations, either up or down, where they can be actioned — use facilitation & workshopping methods to ensure organizational enculturation.
Make it About Mom: Positioning Your Brand for Moms of Babies
Successfully positioning a product or service to moms of infants and toddlers requires specific recognition and appreciation of Mom’s role. A simplistic focus on the product or service benefit won’t resonate with this market. Your brand will need to make it about Mom. Find out more about positioning your brand for mothers...
Canadian Lobsters to Receive National Brand Identity
The Lobster Council of Canada plans to develop a new Canadian lobster brand for use in both domestic and international markets. The brand will be defined by focusing on lobsters superior quality, delicious taste and year-round availability. Read more about the new brand identity...
Nielsen: Convenience, Continuous Innovation Key to Retail Success
Consumers’ busy lives and fragmented time make it more likely that they won’t be 100-percent focused on the task at hand when they shop. To keep up with them, retailers are increasingly finding they must innovate in ways that make it easier and more convenient for their customers to get what they need without missing a beat, according to Nielsen’s Continuous Innovation: The Key To Retail Success report, which found that convenience itself may be the most creative and energetic example of retail innovation. Channel and format are the stand-out areas of retail innovation. Major examples include Teslo PLC’s f four different store formats in the United Kingdom that provide quick and easy service from urban centers to the outskirts of town, and Walmart’s overall testing of smaller Walmart Express stores in addition to its supercenters. Read more about the need for continuous innovation and overall convenience in a business...
How to Create Engaging Content That Will Build Your Brand
When it comes to content these days, everyone’s a curator. Listicles and celebrity stories, controversial headlines and repurposed – these can all generate easy traffic. But what really draws the eyeballs and leads to brand boost and increased loyalty is that original piece of content with a fresh perspective. The problem is that quality and originality are hard. But hard doesn’t mean impossible and, with the right roadmap, any brand can make content that’s original, inventive and sticky. Read more about building your band with quality, engaging content...
Brand Image Top Priority of New JP Morgan Chase CMO Kristin Lemkau
With the economy on the upswing and the coast seemingly clear following the financial crisis, JP Morgan Chase launched a campaign last May around the tagline “So you can” under its first chief marketing officer, Claire Huang. But after 2013 ended with a flurry of settlements with regulators that added up to more than $20 billion for the year, Ms. Huang, who joined from Bank of America in September 2012, is out and the largest US bank is turning to longtime insider Kristin Lemkau to steer its image. Find out more about her plans to revamp the brand identity and overall brand image of JP Morgan Chase here....
7 Things to Include in Your Brand’s Social Media Strategy
It’s a new year and I’m excited to see what brands will do on social media platforms in 2014. From amazing campaigns and content to crises, no doubt brands will again show us the good, the bad and the ugly side of social media. By now, brands should have their marketing strategies in place but what should a brand include for its social media strategy? Every brand is unique, but there’s some basic things every brand should consider. Find out what they are here....
3 Ways to Create a Magnetic Brand
More than 5,000 a day. That’s how many marketing images and messages researchers estimate the average consumer is exposed to in just one 24-hour period. Marketing messages are coming at you everywhere you go. When you’re standing in line at the supermarket, when you’re driving down the street, when you’re watching TV and, of course, whenever you’re online, someone is always trying to sell you something. Find out how this lead to the need for a magnetic brand right...
The Top Online Brand Protection Strategies for 2014
As digital channels continue to evolve and expand, how do you best position your brand online to face both the challenges and opportunities in the year ahead? 2014 brings even more new generic top-level domain launches, opening new frontiers across the Internet landscape for potential brand abuse or new business possibilities. Be one step ahead and implement these best practices for your online brand protection strategy in 2014. Read more about these brand protection strategies here....
10 Communication Secrets of Great Leaders
It is simply impossible to become a great leader without being a great communicator. I hope you noticed the previous sentence didn’t refer to being a great talker – big difference. The key to becoming a skillful communicator is rarely found in what has been taught in the world of academia. From our earliest days in the classroom we are trained to focus on enunciation, vocabulary, presence, delivery, grammar, syntax and the like. In other words, we are taught to focus on ourselves. While I don’t mean to belittle these things as they’re important to learn, it’s the more subtle elements of communication rarely taught in the classroom (the elements that focus on others), which leaders desperately need to learn. Read more about key communication secrets of great leaders...
The 6 Best Communication Strategies for Nabbing a Job
“So…I’ve got a great resume. I know that I interview well. But I haven’t been able to translate it all into a job.” This is an all too common refrain these days. If you believe that you’ve done everything you can, and the deck seems stacked against you, it’s time to step back and imagine that late-night TV huckster screaming into your ear, “But wait! That’s not all! There’s more!” And, if your job hunt is a new venture, it is equally important to incorporate these insights into your overall strategy. Read more about these communication strategies...
Twitter Expands Tailored Audiences to Let Brands Target Their Promoted Tweets
Last month, Twitter launched tailor audiences to let brands target their Promoted Tweets using browser cookies. Today, the company expanded the advertising product to include email addresses and user IDs. These two separate approaches, CRM audiences (email addresses) and Twitter IDs (usernames) are meant to help advertisers define groups of “existing and potential customers,” according to Twitter. Find out more about this new Twitter brand targeting strategy by reading...
Black & Decker Launches New Brand Identity
Black & Decker introduced a new global brand identity for its consumer branded power tools, outdoor power equipment and home products. The new identity (BLACK+DECKER) modernizes one of the most recognizable brands in the world through a simplified and focused redesign. The new brand identity will begin to transition at retail and into marketing efforts over the course of this year. Read more about this brand identity change...Ignite Lab Inc.
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