Building a global brand tracking programme for a B2B printing leader
Building a brand that goes beyond business cards
Our client had long been synonymous with business cards, but their offering goes far beyond this single product. As they set their sights on becoming the go‑to brand for all business printing needs, they needed a reliable way to measure how well they were performing against this ambition.
To do that, they required a global view of how small businesses perceive the brand today and how those perceptions differ by market.
The challenge: Tracking a global brand in a fragmented landscape
Our client were looking for a global tracking solution yet the brand faced different challenges and competed with different players across the globe.
They needed a robust global tracking solution, but the brand faced a different competitive set and different challenges in every market. What resonated in one country didn’t always translate to another.
Key hurdles included:
- Wide variation in market maturity and competitive pressure
- A target audience of very small businesses (1–10 employees), often difficult to reach consistently
- The need to capture both global consistency and local nuance
- Ensuring each wave delivered stable, representative insight
Services used:
The solution: A flexible and scalable tracking programme
We designed a tailored 20‑minute survey rolled out across eight markets, built around:
- A consistent core module to track global performance over time
- Market‑specific bolt‑ons to capture local context, competitors and growth dynamics
Fieldwork focused on small businesses of 1–10 employees. Given the specificity of this audience, each wave ran over a one‑month period to ensure representative coverage and high‑quality data.
The result was a tracking framework that balanced global comparability with meaningful local insight.
The impact: Insight that shapes decision‑making across the business
The tracking programme feeds directly into key strategic decisions across our client’s business, including:
- Product mix: understanding what to prioritise and where
- Marketing channels: identifying where investment drives the most impact
- Messaging: knowing which claims resonate with small businesses globally
- Commercial strategy: sizing the “lowest‑hanging fruit” and identifying the drivers of conversion
By grounding decisions in reliable, globally comparable insight, our client gained a clearer view of where the brand stands today, and what they need to do to win with small business customers worldwide.
The B2B brand tracking audit: How do you score?
Learn More
