Propaganda - Transforming brand and business equity

At Propaganda, we developed Brand Multiple^TM because we saw a real need in the market for a 360-degree brand aid, which could release the brand’s equity. It is a powerful tool, and the surest way to multiply the value of your brand.

Brand Multiple^TM follows a detailed and thorough process, starting with a complete understanding of the client’s brief and a clear definition of the project. This is followed by three phases - diagnosis, prescription and treatment - to answer the specific needs of the brand.

Diagnosis provides a 360-degree brand audit. For the buyer, it evaluates the true brand value and ensures that they know the strategic implications of their business aspirations. For the seller, this audit identifies ways of boosting a brand’s health, perception and, subsequently, its market value.

Prescription is the stage where the business buyer is recommended a strategy for brand growth, based on the diagnosis. The strategic recommendation is directly aligned to the brand’s business objectives. For the seller, this stage provides insight into the way the brand can be best positioned. After evaluating all strategic alternatives, we will define the one that will deliver optimum multiple value during sale.

Treatment is the critical implementation stage. It sees us working with the business buyer to implement a focused and defined brand strategy to achieve growth. For the seller, this stage will execute the identified brand strategy to ensure it is primed for profitable sale, and that potential buyers are made aware of the offer and the opportunities.

Brand Discovery knows the power of independent research. It’s the only way to unearth brand truths and develops a rich understanding of your business DNA. It’s the only way to unlock real opinions, real perceptions about your brand.

Discovery unearths key target audience and stakeholder insights, and uses these to create a compelling and differentiating proposition, and then communicates that proposition creatively. This program was born out of Propaganda’s belief that in order to deliver commercially accountable and strategically focussed marketing plans, we must get under the skin of our clients businesses.


The first, and core, phase of Brand Discovery is a bespoke, rigorous programme of research, scoped and developed by the planning team. It is based on the client’s specific business situation.

The second phase of the process is brand and proposition development. This is where the planning and creative teams at Propaganda analyse, interrogate and challenge the research to uncover the significance and implications for our clients businesses.

The final phase concentrates on the strategic marketing plan. Propaganda will present different marketing plans in line with the agreed business objectives, financial targets and marketing budgets for the brand. This stage sees the Brand Discovery process culminating into a differentiated, strategically sound plan for the brand launch.

Brand Discovery helps us to understand the very essence of your brand, based on truth and unbiased insight; based on unclouded independent research. At the end of the Discovery process, we will know your brand and your consumer better than anyone else. And, that includes you.

You know what your consumer is doing, thanks to quantitative research. But do you know why? If you want your brand to make an impact strong enough to change consumer behaviour and perception, you first need to know why they behave as they do; why they perceive your brand as they do.

Propaganda’s BrandLab team knows how to talk to consumers to get the truth, and not just focus-group answers. We believe in asking ‘why’ till we cannot ask ‘why’ anymore. Only then can we get a true brand insight. And only then can we develop an insight-rich marketing and advertising campaign brief that will influence your consumers in the way you want.

BrandLab helps you to understand how you can make your brand fit your consumers’ needs, instead of the other way around. You can only do that when you have crucial questions answered. Why is your consumer buying you? Or why are they not? Why do they connect to your brand, or, why they don’t.

By finding these answers, BrandLab also gives you the power to not just know what consumers need today, but also predict what they will need tomorrow. It helps your brand to stay ahead, and form a lasting relationship with them.

Through our BrandStar^TM model we deliver a single-word equity that truly differentiates and strengthens your brand’s position and directs resultant campaign strategies.

BrandLab is here to out-think your competitors, and not outspend them.

At Propaganda, our creative team will not just know your brand; they will know your business. Because here, creative doesn’t shy away from semantics.

Our creative planning department develops insight-rich briefs that enable and encourage the pursuit of the big idea. We will challenge the codes of your sector, blend strategic experience with tactical understanding, and finally bring everything together in our creative expression of your brand. Our ultimate aim is not just to build a brand. It is to build a brand with equity.

Our design department is passionate without being precious. That is what helps them to create stunning, award-winning work that also wins in the market. At Propaganda, we believe that a piece of creative can be dramatic, expressive and iconic, and be strategically strong at the same time. Logic and creativity - no brand should have to choose one and forfeit the other.

Propaganda has enjoyed huge success in creative award shows. But the awards would mean nothing to the creative team if our brands were not as successful in the real world, where the consumer is the judge.

Creative Logic creates brands that stand for something. Creatively and strategically sound work does not need to play safe or take the middle path. Every piece of work in our portfolio has had the confidence to challenge norms and be different because they are rooted in logic.