Brado

New Product Development

Ideation Facilitation

- Consumers

- Internal/Brand teams

Concept Development

- Through finished concept boards

Name Development

Creative Strategy

Creative Brief Development

â€œStress Testingâ€

Brand Positioning

Brand Strategy & Architecture

Positioning Development

Positioning Research

Portfolio Strategy

Competitive Assessment

Advertising Research

Message Testing

Concept Testing

Campaign Testing

Name Evaluation

International Capabilities

Weâ€™ve successfully conducted our marketing research methodologies on every continent (except Antarctica - just never had anyone ask).

Over the years we have established close relationships with some of the top research agencies, facilities, moderators and translators in markets throughout the world. BrÃ¤do can plan and execute any size project in multiple countries (simultaneously if needed) taking care of all detailsâ€”recruiting, facility management, live video transmission, accommodations, etc.

q8. Who is BrÃ¤do?

BrÃ¤do is an Italian word that by definition means â€œwildâ€ â€“ as in unconventional.

It has provided a side benefit of alerting us to telemarketers who want to speak to Mr. BrÃ¤do.

q7. Can I come work with you guys?

BrÃ¤do people are people whose skills, sensibilities, experiences and talents rest on the interdependence of imagination and information, along with an irresistible urge to see knowledge translated into action.

If you measure success not by what you produce, but by the results of what you produce, then you may be someone for us.

Click on the contact us button and send us an email

about yourself.

If you want to talk to a real, live person call 314-621-9499 and ask for Angela Biebel.

q6. Where are you located?

Address

1839 S. 8th Street

St. Louis, MO 63104

United States of America

We are literally in the center of the USA, in St. Louis, Missouri. Technically, the population center of the USA is Jefferson City, Missouri, but you get the picture.

q5. What can I expect when working with BrÃ¤do?

We will deliver more than information; we will deliver powerful insights and valuable recommendations that the Insights Group, the Brand Team and Agency can appreciate and digest.

We will make those who hire us look truly brilliant.

Oh â€“ and we will have a good time.

q4. Do you work with advertising agencies?

Many of our clients have come by way of ad agency recommendations. Agencies recommend BrÃ¤do to their clients to help bring shape and definition to complex or murky strategic/marketing problems. Weâ€™ve worked with a number of great advertising people who realize our recommendations give them the info and ammo to develop creative, relevant and effective campaigns.

q3. Are you

consultants?

As creative people, we have a healthy disrespect for consultants or any other authority figure who expects to be followed without question; as consultants, we have a healthy disrespect for creative people who resent the presence of any authority figure, no matter how right they are. So, are we consultants?

By Dilbert definition, no.

q2. Aren't Research people and Creatives irreconcilably opposed?

Einstein was a tremendous supporter of injecting creativity and imagination into his research. What makes a great researcher is the ability to harness the power of creativity and imagination to reveal breakthrough insights about our world. And it would be difficult to name any great writer or artist whose creative expressions do not resonate with a deep understanding of motivation, emotion and perceived experience. Good research provides this.

So, short answer: no.

q1. Who are your

best clients?

People who respect creative thinking.

Strategic insight teams who want to offer their internal clients a fresh approach to marketing research (and look very good doing so).

Brand teams who need a solution that calls for non-traditional thinking, but have to work within their own corporate culture.

Brand teams and agencies who want to get the most out of their creative efforts.

Ideation Sessions

Consumer

We believe that the best ideas come from brand zealots. And no one loves your brand more than those who regularly use it. That is why we develop ideation sessions that utilize your loyal consumerâ€™s creativity.

We guide your most stalwart supporters through ideation via fun and effective idea-generating exercises. These are some of the most exciting groups to watch as consumers embrace the idea that they are being given the opportunity to shape the future of something that they love...your brand.

Ultimately, your team will walk away with valuable and actionable insights and ideas that resonate deeply with the consumer...because that is where they originated.

Internal

Brand ideation sessions with internal stakeholders can either be

inspiring or dreaded (remember, we were clients once too). We have specific processes to help insure the former and avoid the later. Nothing kills the potential of an ideation session more than the perception that nothing will come of the ideas generated during the session. We therefore ask clients to commit to an on-going follow-up with their teams so that participants can see that their time was well spent. If youâ€™re simply looking for an idea dump, we would respectfully ask that you look for someone else to help facilitate.

Interactive Moderating

On many research projects we use Interactive Moderating â€“ two moderators in the room at the same time. Why?

Consumers are far more engaged â€“ the discussion feels like an interesting conversation versus an interview.

It allows each moderator time to think about the implications, not just ask questions.

We are able to cover more ground in less time.

Our Approach to Recruiting

We go to great lengths to ensure that every consumer we speak with is articulate...capable of clearly expressing their thoughts and feelings regardless of socio/economic background, education or occupation.

Definitely Needed Attributes (DNA) Charting

DNA Charting shows all members of your team (from R&D to Sales to Brand Management) what is critical to the make-up of your brand and how key facts, attributes and perceptions link to make your brand immensely desirable to its heavy user.

If a company wants to change any element of the productâ€™s DNA, the organization can see any â€œripple effectâ€ the proposed change will/could cause with its loyal user. The ripple effect could be brilliant or disastrous, but utilizing the DNA chart will provide critical insight toward

decision-making.

Voice Checkâ„¢

Voice Checkâ„¢ is a creative development tool that provides direction without stifling creativity. Our process allows for simple, clear improvement of campaign communication â€“ you wonâ€™t have to compromise creative as a result of our process. We provide detailed understanding of each executionâ€™s (or campaignâ€™s) clarity, motivation, personality and relatability. And, because Voice Checkâ„¢ gets to the strategic communication of each campaign, we acquire a true comparison of ideas. It is therefore ideal for confirming global marketing opportunities â€“ we have successfully used this methodology on six continents (still waiting on that Antarctica job).

Voice Checkâ„¢ Goes Way Beyond Likes and Dislikes

In fact, we rarely, if ever, ask respondents if they â€œlikeâ€ an approach. Unlike other advertising testing protocols, Voice Checkâ„¢ is not a beauty contest. Voice Checkâ„¢ accurately determines how a complete campaign or a single execution delivers on a number of strategic levels, such as: Main Message, Emotional Connection, Perceived Benefits, Tone, Relevance, Motivation, and Key Personality Traits.

What Voice Checkâ„¢ Means to You

You can improve creative without compromising it

Provides confidence when giving creative direction

Allows you to rely less on subjective calls during creative development

Insures executions are strategically on track

Our process wonâ€™t add to development time but it will help eliminate false starts

Component Positioningâ„¢

Component Positioningâ„¢ quickly achieves a concise and meaningful brand positioning. Our process eliminates â€œkitchen sinkâ€ positioning statements often developed after traditional concept testing. This is a very fluid process and clients should expect a lot of changes as we work with consumers, literally utilizing their own words to get the correct nomenclature for a relevant positioning.

We break down the positioning statement into four basic components:

Point-of-Entry: what is going on inside your customerâ€™s mind as he or she considers using the category and/or your product

Functional Benefit: what can your brand do rationally/physically for the consumer

Emotional Benefit: what positive feelings can your brand evoke to create an emotional connection with the consumer

Reason-to-Believe: what facts/attributes exist that allow your customer to believe the benefit being offered

BrÃ¤do, along with the brand/agency team, write the component statements used in this process. Ultimately, we (consumers, BrÃ¤do,

client and agency) are able to develop succinct and focused

positioning alternatives.

Values Linkâ„¢

The BrÃ¤do Values Linkâ„¢ process is based on a very simple theory: the better you know someone, the easier it is to get him or her to like you. It enables you to link peopleâ€™s values with their purchase behaviors and learn the answer to â€œwhyâ€ people think the way they do, giving you a more reliable understanding of how to create and cement emotional bonds with additional customers.

Values Linkâ„¢ interviews are very intimate and last between 90 and 120 minutes. The objective of our interview is to understand the personal values and beliefs of your target and then link that knowledge to their use of and connection with your brand. Something about your brand makes these people loyal users (or not loyal users) â€“ we want to know what that something is. We strongly believe itâ€™s much easier to convert non-users into new customers once you have an intimate knowledge of your existing, loyal base.

We want to know in great detail what makes your users tick. What do they like? What are their dreams? What is their day like? What is a good day? A bad day? We want to know their â€œphilosophyâ€ on lifeâ€¦economicsâ€¦success. What makes something beautiful? Desirable? What makes them happy? What makes them sad? We want to know how they think they make decisions.

And, ultimately, how does the category and your brand fit into their life? Nothing happens by accident. We want to know why they rely on your brand and then leverage that information to solidify existing relationships as well as source additional sales from competitive users.

Target Profilingâ„¢

Target Profilingâ„¢ is a combination of intimate conversations and psychological profiling. Our process is an actionable, information-packed combination of creativity and science.

Our creative strategists do the investigating â€“ first creating bonds of trust with the consumer and then going far deeper than in traditional research. We ask non-typical questions that require the consumer to probe and explore their own motivations, emotions and desires.

We conduct standardized tests (evaluated by clinical psychologists) to understand the fundamental personality differences between your loyal users and non-users. We learn if your users are outgoing or reserved, reactive or stable, expedient or rule-conscience, shy or bold, trusting or vigilant, tense or relaxed (16 measures in total). With these insights we can determine the best way to talk to non-users in order to convert them into advocates of the brand.

We deliver a well-rounded view of your target â€“ our profiles read like a magazine article and tell you how and why your prospects make decisionsâ€¦how they absorb information. Our profiles make reading about your target fascinatingâ€¦not mind-numbing.

Somewhere in your targetâ€™s mind lies the capacity to

believe in the undisputed superiority of your brand.

We make the maps.

Opportunity MappingÂ® is a process that accurately identifies where your brand or service currently lives and where it has the potential to live within the mind of your consumer.

The result of this process is an Opportunity MapÂ®; a visual that breaks down abstract scenarios, competitive environments and strategic alternatives into easy to articulate, easy to absorb information vital for communicating to a global organization or across different specialties/departments.

Our insights and recommendations are understood more accurately and more intuitively, leading to effective, strategically focused creative solutions that all stakeholders can believe in and implement.

Create, Steal or Expand?

The consumer mind is a hotbed of firing synapses, irrational conclusions, deep-rooted fears and lofty inspirations. Opportunity MappingÂ® can help you visualize consumer needs and behavior surrounding product use, including how consumers make â€œtrade-offsâ€ across categories and how a brandâ€™s equity can be exploited. We can help you identify unmet emotional and rational needs that can lead to innovative new product ideas. Opportunity MappingÂ® makes it easy to see where you can create, steal or expand market share.

Consensus, Not Compromise

Far-reaching strategies built by those with vision often clash with those who are distracted by what is urgent. We make it easy to gain consensus and support for long-term strategies by making the benefit relatable and concrete â€“ helping everyone on your team see the immediate benefits of a good, long-term strategy.

New Products ? Creating new market space

The consumer mind is a hotbed of firing synapses, irrational conclusions, deep-rooted fears and lofty inspirations. Opportunity Mapping? makes the territory familiar and navigable. Our process can help you understand consumer needs and behavior surrounding product use, including how consumers make ?trade-offs? across categories and how a brand?s equity can be exploited to create new market space. We can help you identify unmet emotional and rational needs that can lead to innovative new product ideas.

Mapping New Strategic Direction

Far-reaching strategies built by those with vision often clash with those who are distracted by what is urgent. We make it easy to gain consensus and support for long-term strategies by making the benefit relatable and concrete ? helping everyone on your team see the immediate benefits of a good long-term strategy.

"What If" Scenarios

There are always a dozen different directions you can take your brand. But which one is the best one? We help our clients play out various scenarios across different disciplines to anticipate any unforeseen complications (or bonuses) and choose the best route.

Map Potential New Targets

Brado Cuneo Nollau?s Opportunity Mapping process makes it easy to see where you can create, steal or expand market share. It also helps you identify if your current target is unstable or unsustainable. Our unique approach to understanding consumer ?wants? ferrets out often overlooked needs and desires your product can fulfill.

Contact Us

Address:

1839 South 8th Street

St. Louis, MO 63104

United States of America

Phone:

001-314-621-9499

Email:

info@ContactBrado.com

The BrÃ¤do Principals

BrÃ¤do began in 1995 and while we have grown significantly in both people and clients, the hands-on philosophy of the principals has not changed. Whether personally fielding a particular assignment or not, both principals, Bob Cuneo and Steve Nollau, are actively involved in all methodology designs and client recommendations.

Bob Cuneo

For over 20 years, Bob Cuneo worked as a creative director for some of the countryâ€™s top ad agencies, such as TBWA/Chiat/Day and DMB&B. Bob developed award-winning campaigns for a variety of brands from Skittles to Budweiser. Additionally, he spent 14 of those years teaching art direction and advertising theory at Washington University in St. Louis. Bob started what was then called Brado Cuneo in 1995.

Steve Nollau

Steve Nollau has an extensive consumer advertising and marketing background on both the client and agency side. Steveâ€™s 14 years of major advertising agency account service and planning experience includes managing the Budweiser account as Senior VP & Group Account Director for DMB&B. During his 10+ years on the client side, Steve has held the positions of VP Field Marketing and Sales for Taco Bell Inc. and VP Marketing for McDonaldâ€™s. He joined Bob Cuneo as partner in 2002.

What makes us different?

While our focus is strategic and our work is driven by research, our experience is deeply linked with creating advertising. Our talents and processes are uniquely suited to help clients and their advertising agencies transform insight into effective positioning and creative communication. Unlike some research processes, our approach doesnâ€™t cripple creativity, it often inspires it.

Everyone on our staff has written a new product conceptâ€¦or a television commercialâ€¦or a print ad. Every one of us has witnessed creativity maimed by well intentioned yet flawed testing approaches. Every one of us knows the frustration of having research information that few understand or believe in.

How do we do it?

We engage your customers in a real conversationâ€¦friendly, unassuming, yet direct. We get to know people and understand their needs.

We have the unique ability to bridge the gap that exists between information gathering and creative thinking, between insight and imagination, strategy and execution. We have designed research tools that enable us to uncover compelling insights. We then leverage our creative backgrounds to craft opportunistic strategies and recommendations.

What do we do for them?

We provide creative insight. We help marketers and their agencies solve complex marketing problems by creatively identifying consumer insights that are uncomplicated and actionable.

BrÃ¤do has four distinct yet related areas of expertise:

In the U.S. and internationally, we have developed

and/or researched creative strategies for:

Anheuser-Busch InBev Coca-Cola McDonald's

Budweiser Family DeBeers Diamonds Reckitt Benckiser

Michelob Family GlaxoSmithKline Lysol

All New Products alli Weight Loss The Home Depot

AT&T Hyundai Motors

Direct Marketing Johnson & Johnson

Cabury Multiple OTC Brands

Halls Merck & Co.

New Products Multiple Rx Brands

Who Are We?

We are creative strategists â€“ people with advertising creative,

planning and research backgrounds who specialize in advertising research, communication strategy, brand positioning and new

product introductions.

We understand ad agencies (we used to be one). We understand

clients (we used to be one). We understand consumers (we never stopped being one).

The Gallery can be rearranged many different ways. Please see the ReadMe.htm file for further instructions.

This is the same module as the previous with a few altered settings. The gallery is now created from an xml file instead of a directory. Also the gallery has been attached to the smooth scroller 2 module.

Customizing

Open the thumbnails module and set imagesFromDir

var imagesFromDir = false

Please see the demoSite.fla source for working examples.

Editing

When editing your website, right click over Gallery thumbnails and "Select a File" and choose an xml file of images. You will find the example gallery.xml file in the data/xml directory. Flashblocks ML will take care of the rest, creating both thumbnail and full size images to the specified dimensions.

The Quotes Module fades in and out displaying a list of quotes to the visitor. The speed at which each quote is displayed varies depending on the length of each quotes text and the speed that the designer designated while designing the website.

This Module allows the administrator to easily add, delete and rearrange items, all from withing Flashblocks ML.

Quotes Module

Scroll through and select the product that you wish to learn more about. Then select the product from the description area, on the right, to add that item to your PayPal shopping cart.

This example is, once again, created by the List Module. The contents are the same as those found in the previous example Although this time, on the right, there is an additional movie clip, that displays the full text from the original list. As before products may be added, rearranged, edited, and deleted by the administrator.

The List Module powered News feed allows for many more options then previously available. Display news in a running list or, as in this example, display just the headlines, with additional viewable details, as in the News 2 example that follows.

All three of these News Example are reading from the same file, list_news.xml.

Right-Click or press Ctrl+Shift while your mouse is over each module to see editing options.

The News Module and RSS Subscription Module work well together allowing your visitors to view your latest news and subscribe via RSS feed.

Administrators may edit multiple news files, in RSS format, right from Flashblocks ML, adding, deleting and rearranging news items.

Right-Click or press Ctrl+Shift while your mouse is over each module to see editing options.

It's easy to create this gallery in Flash with Flashblocks ML. All you need is a directory of images or a single XML file and everything will be resized and created for you.

Editing from a Directory

When editing your website, right click over the Gallery thumbnails and "Select a Directory" of images. Flashblocks ML will take care of the rest, creating both thumbnail and full size images to the specified dimensions.

Designing

Just drop the "Gallery thumbnails" movie clip onto the stage and give it a unique instance name. Resize it to the dimensions you wish for the scrolling thumbnails.

Then drop the "Gallery full size image" movie clip onto the stage and give it a unique instance name. Resize it to the dimensions you desire for your full size image.

Customizing

Open the movie clips, "Gallery thumbnails" and "Gallery full size image". You will see many option for customizations. Please see the ReadMe.htm file for further instructions.

Gallery Example

This Template example uses individual external XML data files for each template instance.

Edit the menu below and change the template from horizontal to vertical layout. The image will automatically resize and crop to fit the new template. Text will auto wrap to fit the new template.

Flashblocks Template Example 2

Name
Email
Phone

TEMPLATE1 EXAMPLE

The template movie clip is attached from the library and given a unique instance name to differentiate each instance's data. In this example we store all data in the current data file.

Feel free to contact Flashblocks from here. Also consider using the forum for technical issues, ideas and helpful hints.

It is very simple, while logged in, to change the email address that this form is sent to. Just Right-Click or press Ctrl+Shift while your mouse is over the send button to see the necessary editing options.

Flashblocks Contact Form

Flashblocks Template Example 1

Flashblocks News

Flashblocks News 2

Email a Message

SEND info@flashblocks.com

Template Instance #3

Template Instance #2

Template Instance #1

$120 Flashblocks ML additional license.
Ask about bulk licenses as low as $30 each.

$240 Flashblocks ML
The Flash Content Management System.

On this page you will find two PayPal Modules. Both allow the visitor to easily add items to a PayPal shopping cart.

The first example, on the left, is created by the List Module. It is very powerful allowing for products to be added, rearranged, edited, and deleted by the administrator. Scroll through and select the product that you wish to add to you PayPal shopping cart.

The second example, on the right, is less dynamic but even easier to add to your website and even simpler to edit.

Try editing content now. Right-Click or press Ctrl+Shift while your mouse is over each module to see editing options.

Flashblocks Store

Flashblocks Store 2

Subscribe to the Flashblocks RSS News Feed

Two years after the well received release of Flashblocks Developer, comes Flashblocks ML, the Flash CMS component set. Flash Content Management is now more powerful, endlessly expandable, and yet simple.

You are welcome to login and immediately start editing this websites content. Just Right-Click or press Ctrl+Shift to Login and begin. Once logged in, you will see glowing areas, designating content that you may edit. Move your mouse over each glowing area and, once again, Right-Click or press Ctrl+Shift. This time you will see editing options, specific for each type of content that your mouse is placed over. Explore, relax, and have fun. Flashblocks ML is easy.

This demonstration website comes with your purchase of Flashblocks ML. The source is included, and all of the modules that you see here are fully customizable, allowing you to learn from example and get up to speed quickly.

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