"LP&P has helped us establish key relationships with the automotive media and solidify our position as a leading market intelligence firm.  Not only have we built a strong relationship with the Wall Street Journal, the resulting coverage has helped secure additional revenue for Brandimensions. We have been pleased with the result from LP&P and look forward to working with them as our business expands."
Bradley Silver, CEO, BrandIntel

Case Studies

Brandimensions/BrandIntel
“Meeting Business Objectives Through High-Profile Business Press Coverage”

The Challenge:

In December of 2004, Lois Paul & Partners (LP&P) entered into a relationship with Brandimensions, an emerging leader in the online brand protection and market intelligence industries. LP&P was brought on to help position Brandimensions as a leader in the market intelligence space and as a go- to expert in key vertical industries such as automotive and media/entertainment.  Prior to the relationship with LP&P, Brandimensions was relatively unknown to the media. 

In 2006, LP&P was then charged with communicating the company’s split into two separate businesses, BrandIntel and BD-BrandProtect. A second goal of the program was to support BrandIntel’s sales team and generate sales leads. 

The LP&P Difference: 

LP&P recognized the unique value of the research generated by Brandimensions, which included measurements of online consumer sentiment related to brands and products. LP&P recommended packaging up this third party data and pitch news stories to the media. The team launched this strategy at the 2005 Detroit Auto Show using research specific to the automotive industry. LP&P developed a news announcement and media campaign focused on the national automotive business press. The announcement educated the market on the company’s new market intelligence offering and research services. In pitching Brandimensions, LP&P positioned the company’s executives as industry experts who could provide real-time commentary on the early buzz generated at the Detroit show. Using this approach, LP&P secured interest from Wall Street Journal’s well-respected automotive columnist, Joseph White, and Automotive News writer Ralph Kisiel.  

LP&P then expanded this strategy across all of Brandimensions’ vertical industries including TV, movies and gaming with tremendous success. Brandimensions’ executives quickly became expert resources for the business, advertising and marketing media commenting on everything from the summer blockbuster movie season to Fall TV line ups, and new vehicle launches to the gaming console wars. Executives were quoted in publications such as Advertising Age, Adweek, BusinessWeek, Forbes, CNN Money, Wall Street Journal, Associated Press, Reuters, Hollywood Reporter and USA Today.  

By 2006, the Brandimensions market research business had generated so much interest that the company decided to split into two groups with BrandIntel focused on market intelligence and BD-BrandProtect on brand monitoring and protection. LP&P worked with BrandIntel to ensure its new name and business model was clearly communicated to the media and industry. LP&P also worked to quickly establish the name BrandIntel with the media through news campaigns, byline programs and company updates. As a result, the company did not miss a beat with the media and was recognized as leader in the online market intelligence space.

The Results: 

LP&P leveraged its business press and vertical knowledge to establish Brandimensions/BrandIntel as a leading market research firm and a valuable source to industry media influencers. Key results included:

  • In the first year of the program, LP&P secured more than 90 articles for Brandimensions.  From 2005 to 2007, LP&P grew the media coverage by 200% to more than 280 articles in 2007.
  • In 2007, business press coverage accounted for 75% of the media hits.
  • Established executives as go-to experts in the industry where majority media called them to comment on industry trends. BrandIntel was regularly quoted in CNN Money, BusinessWeek, AdvertisingAge, Forbes, Mediaweek and Adweek.
  • Secured an article with the Associated Press, which was syndicated in more than 80 newspapers, in which BrandIntel was positioned as an expert in online market research for the entertainment industry.
  • Secured multiple cover stories with Mediaweek around BrandIntel’s Fall TV research in which one story headlined the accuracy of the company’s findings. This article was used as a sales tool and provided third party validation for the company’s research.
  • Secured an in depth story in Adweek and AdvertisingAge around BrandIntel customers Chrysler and Ford which led to numerous sales leads.
  • Secured multiple mentions in BusinessWeek including an in-depth piece focused on BrandIntel entitled, “How the Wii Is Winning.”
  • Secured multiple sales and partner leads as a result of coverage that appeared in the business press and the advertising media.