case studies

Torque Customer Strategy

Brand Foundation / Business Descriptor

As Torque Market Intelligence, this boutique firm was pigeonholed by its customers as strictly a research shop. Informed that Torque offered terrific bench strength in the disciplines of strategy development and marketing execution, current customers would often reply, "You do that too?"

An equal challenge was the partners' determination to find a vocabulary and messaging that clearly communicated Torque's unique offering. Instinct was engaged to uncover that clarity by facilitating a Brand Foundation-building process.

Expressing the truly unbounded passion and rockstar talent that Torque brings to customer-centric research, the Brand's position was identified as insight hunters — a point of difference that reflects Torque's dogged mission to provide clients with breakthrough insights, grounded in no-assumptions™ research, to create bullet-proof customer strategies.

Driving home that Torque is much more than a research shop alone — that they offer a continuum of services from research to strategy to execution — was the replacement of Market Intelligence with their new business descriptor term, Customer Strategy.

BRAND FOUNDATION

Core Purpose – Why we exist.
To build, work and thrive as individuals in a high-powered crew,
fueled by brilliant minds, unlimited opportunities and rich rewards.

Vision – Where we are going; how we will know we're there.
To be recognized as the very best at bringing organizations closer
to their customers.

Mission – What we do every day to get there.
We provide breakthrough insights, grounded in no-assumptions™
research, to create bullet-proof customer strategies.

Values – What we believe in; our principles.
Unbounded Passion
Meritocracy
“So What?” Obsessed
Rockstar Talent
Tenacious Initiative
Trusted Relationships
Dogged Determination
Batteries Included
Ownership Attitude

Position – How we are different.
Insight hunters

Positioning Statement – How we say we are different.
Make no assumptions™

Character – How we act; our voice
Get it done
Risk taking
Relentless
Value bent
Dynamic thinking
Straight talking
Detail possessed
Raise the bar
Over delivering