Brand and commercial growth agency
Executives who have led brands and sales (fractional CMOs, former CEOs and sales directors), applying behavioral science to the purchase decision.
We work alongside your team at every stage and measure every result against the baseline we set before we start.
It happens in many mature markets: similar products, catalogs compared on the same screen and buyers who choose by elimination. The distributor selling the same product as its competitor, the brand competing on a marketplace and the B2B supplier entering a tender all end up in the same place: a negotiation over price.
The way out is giving buyers a reason to choose you before they compare. That reason comes from understanding how they decide: the risks they want to avoid, the shortcuts they use and what they value most in the category.
MODENA starts from that understanding and measures the brand on recall, preference and willingness to pay against the alternatives.
Who we serve
They sell to buying committees that first try to avoid risk and only then look for the best option. The brand that conveys solidity and experience is more likely to make the shortlist; the others tend to end up compared on price.
They sell products that customers can also get from another supplier. The difference lies in the company’s own brand, the service and the relationship with the channel, and each of them can be built and measured.
They compete on screens where buyers see several options with the price next to each one. The brand influences which product gets opened first and which one buyers choose even when it is not the cheapest.
How we understand the buyer
Buyers decide with rules of thumb: a loss weighs more than a gain of the same size, the familiar feels less risky and the way an option is presented changes which one they pick. Behavioral science studies those rules, and we use it to analyze your buyer on four levels.
What triggers the search, which alternatives are considered, which risk the buyer wants to avoid and who has influence. In B2B, the full map of the buying committee.
Groups of buyers who value different things and respond to different messages. We segment by need and by decision style, as well as by size or industry.
How much your brand is worth to each segment compared with the alternatives, measured with discrete choice experiments (choice-based conjoint) where the market is large enough, and otherwise with value interviews and win-loss analysis. It gives your company the evidence to decide whether the brand can sustain a higher price.
The codes, references and tone of each audience, and the words your buyer uses to describe the problem and compare options, so the brand speaks in the buyer’s own terms.
Market and buyer research
In-depth interviews with customers, non-customers and the channel; win-loss analysis; quantitative surveys and discrete choice experiments where the market is large enough; analysis of search, reviews and social conversation; and a reading of the category and the competition. It all ends in a map of how your buyer decides, by segment, with what it means for the brand and for sales.
Typical deliverables:
Brand strategy and platform
We define where the brand is positioned, what makes it preferable for each segment and how the portfolio of brands and products is organized. The result is a brand platform your sales team can use: value proposition, message pillars, proof points and arguments by segment.
Typical deliverables:
Identity and communication
We turn the strategy into verbal and visual identity, campaigns and content. Every piece is designed with behavioral science principles (what is seen first, how a choice is presented, what makes a claim credible) and tested before media spend is scaled.
Typical deliverables:
Selling by segment
We take the brand into the sale: value arguments by segment, materials for the sales team, guidelines for distributors and listings for marketplaces. How the price is communicated in proposals, listings and sales materials is designed with the same behavioral criteria, so buyers see the value before they see the number.
Typical deliverables:
Complementary
A sales director who has held the role organizes the sales process, the opportunity pipeline and the team targets, and reviews them with you every month.
Search, social, programmatic and retail media with a testing plan and decision thresholds agreed in advance, in service of the brand strategy.
Continuous production on the topics your buyer researches before deciding, with community management and social listening, measured by its effect on preference and inquiries.
Audit, technical SEO and content written for the searches your buyer makes at the start of a purchase decision, with the channel’s acquisition cost measured every month.
Measurement plan, properly implemented tracking and brand and sales dashboards, which feed the baseline.
We also run, when the diagnostic calls for it:
How we work
Before we touch anything, we measure the starting point: awareness, consideration and preference by segment, price premium against competitors, sales and, where volume allows, share of search (your brand’s share of branded searches in the category). It is recorded in a dated document, signed off by you, that is never edited again.
We research how each segment decides with qualitative and quantitative research, read through behavioral science frameworks. It is the basis for every decision that follows.
Positioning, brand platform and a plan with at least one action in the market in the first weeks. Every initiative has its KPI and its target, tied to the baseline.
Messages and creatives are tested before investment is scaled, and no piece leaves MODENA without passing the internal quality review.
A monthly report on brand and sales indicators, and a quarterly review against the baseline. Brand indicators tend to move before sales and the price premium do, and the report shows them separately. What we learn goes back into the method.
Who does the work
Each account is led by a senior executive who has held the role and decides what gets done, why and to what standard. Production relies on artificial intelligence tools, always under that executive’s direction and review.
For companies that compete on price or are preparing a repositioning. Brand baseline, purchase decision map by segment, a first reading of willingness to pay and an executive diagnostic with the priorities.
Positioning, value proposition by segment, brand architecture and a brand platform ready for the sales team and the channel. Includes the baseline if it does not exist yet.
The brand in the market: identity, campaign, sales arguments and marketplace listings, with a measurement dashboard updated against the baseline and a formal review at the close.
Requires a prior brand strategy, your own or built with us. Includes the baseline if it does not exist yet.
A fractional CMO in charge of the brand all year: planning, content, media and sales team support as your case requires, with a monthly report against the baseline and a quarterly review. Includes the baseline if it does not exist yet.
Durations are estimates and are confirmed in each project proposal.
Ask about the diagnosticMODENA is a new agency and has no published cases yet. This is what you can review from the first meeting.
Every service on this page has its own playbook with the process, deliverables, indicators and quality standard, documented before your account exists. We show it to you in the first meeting.
No MODENA project starts without measuring the brand and sales. Where volume allows, we isolate the effect of the brand with controlled tests or marketing mix models; where it does not, we report the relationship as correlation, without claiming cause. Every result we report shows what it is compared against.
Your account is led by executives who have held the role: CMOs, sales directors and former CEOs. Before we start, you know who each of them is and what they have done.
Cases are published when they exist, with verified figures: baseline, intervention and result.
See the full methodMODENA works with independent senior executives from brand, marketing and sales: fractional CMOs, former CEOs and sales directors with years of experience leading the function, together with specialists in research and behavioral science. Each of them serves a small number of clients, under MODENA’s method and quality control.
Every account has one accountable partner from start to finish, and the team is built around what each project requires.
Talk to MODENAA six-to-eight-week diagnostic records your brand baseline, maps how your buyers decide and sets the priorities for the next 90 days, whether or not you work with us afterwards.
You can also write to us at info@ddbginteractive.com
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