Verum Mundi helps
brands & businesses grow
We do this by working with the client to fix their strategy and execution.
We can also offer advice on capability development.
We are former clients and Brand Leaders with at least ten years of experience in local and global marketing, working for the largest consumer goods companies in the world.
When it comes to getting branded businesses to grow we know what works and what doesn’t.
All brands need more Trial and better Repeat purchase rates to grow.
Trial is driven by mental and physical availability of a strong offering – i.e. is your brand top of mind and is it in good distribution and are the price, features and benefits competitive?
Verum Mundi will ensure that you have on-brand impactful propositions and that your comms. lands content that strategically drives mental availability or awareness.
Repeat is driven by delivering a great product or service (equal or better than what was promised) at the right price but beyond these basics, good repeat rates are fostered by a strong emotional relationship between consumers and your brand - Verum Mundi helps you build that bond using strategic story telling - your Brand Narrative.
We do it ‘on Purpose’ – it’s tough but vital to get it right!
Finding your brands true Purpose and crafting marketing content to ensure that it helps drive growth and brand equity is one of the biggest challenges today’s Brand Leaders face – and its easy to get it wrong!
Here are some of the common traps that marketeers fall into…
A positioning &
strategic comms agency
Increasingly busy marketeers are out-sourcing key positioning work to the agency side - this can be dangerous as even the best agencies have their own agenda which may or may not coincide with yours.
Verum Mundi, working with you, will identify your ‘power positioning’ that directly drives competitive advantage and preference for your Brand. We guarantee that our work will be agnostic of any creative idea. We do this whilst cherishing your distinctive assets rather than advocating a ‘blank sheet of paper approach’ which may discard valuable Brand Equity assets.
We can support your design or brand identity work ensuring that the look and feel of your product or service is consistent with your brand character and your core selling propositions.
One of our key disciplines is to identify your brand or company purpose. It is key that is consistent with your brand character and makes your product or service more competitive.
In short, we work with you to create a unique world for your brand. An engaging world for your consumers where your brand’s thoughts feelings and deeds are consistent with one another, a world loved by as many consumers as possible – an authentic ‘true’ world… a Verum Mundi.
Some of Verum Mundi’s
founding clients
“Verum Mundi really helped us see the true power of the PG Tips Brand and bring it bang up to date”
– Noel Clarke VP Unilever
How we work…
Backwards basically...we define the problem then create the solution. We don’t ask you ‘what the brief is’ or ‘what's the budget’.
We start by checking the current approach. What is the weakest link in terms of Trial and Repeat?
If the core rational proposition has tested well with consumers and the product or service delivers on that proposition at the right price then the problem must lie in the communications, i.e. Trial generation.
This is checking the Thesis – reviewing the current situation based on facts, this may require a basic quantitative test of your current content depending on the amount of data the client already has.
This is the Antithesis - using the results of Stage 1 we identify the issues and opportunities with your current approach and work with you to re-boot your Brand’s strategy.
This is the Synthesis - based on the findings and decisions in Stage 2 we road test the new strategy by supporting you and your agencies to produce new draft content and test it with consumers to prove that the new starategic approach delivers outstanding results.
(if results are weak we repeat our work at no cost to the client, if you are using your retained creative agency they may charge!)
Under the hood - Why do
we work the way we do?
Nowadays, as a brand and business leader, one has a dazzling array of conventional and new media comms opportunities. One minute you are told that you should be creating a dialogue between your brand and the consumer, the next that you need to generate ‘brand content’, and lots of it, to stand any chance of success and then you hear that PR and all forms of social media are the way forward. Frankly the landscape is constantly changing and often confusing, with many agencies driving their own profits a good deal better than yours.
Read More…
How much does all this cost?
We are not cheap….but we might save you money!
We charge fees for each stage based on agreed ‘outcomes’ not hours worked.
If we are not successful first time in a Stage, we keep working until we are! – no extra charge – we don’t charge for our failures!
We use as few associates as possible that are of the highest quality. This saves us, and our clients, time and money.
If our client already has enough data from testing then Stage 1 can often be less work and faster – for example, if existing test results or other quant. data show that the product or service and the core concept are strong and competitive, less testing or analysis will be required.
If clients are prepared to have the work we do published as ‘case histories’ we will also discount our fees.
We are happy to work project by project but are open to retained relationships which will give category exclusivity if desirable, hence lower fees per project.
Founding Partners
The Verum Mundi team and associates have all been clients of one form or another.
We understand it’s crucial that strategy and execution deliver hard business outcomes.
Sean Gogarty
Sean has worked in media and marketing for over 25 years of which 20 were spent with Unilever. He was responsible for taking European Fabric conditioners to consecutive years of double digit growth.
Sean also turned around Household Cleaning from a ‘disposal’ category to one of the most successful businesses in Unilever, rolling it out globally whilst pioneering Purpose-led marketing in hygiene.
Simon Thong
Simon has almost 25 years of experience in developing brands and leading teams in Unilever and Nestle. He has directly contributed to the extraordinary growth of the brands under his guidance during the last decade of his corporate career with Unilever, delivering average annual growth rates of 10%. He specialises in helping brands to discover a powerful sense of character and purpose, and then apply this to inspire great storytelling.
Contact Us
Please contact us at sean@verummundi.com
We are happy to meet to discuss your Brand’s challenges and opportunities at no cost or obligation.
