About

We think our approach of combining insights with practical marketing implications and recommendations is unique. It elevates the role of research to ensure the results are actionable and real business impact. We were pleased when one of our clients described us as a 'black jelly bean' and have proudly adopted the jelly bean as our rallying cry.  We challenge ourselves at the start of every project:
 

1. What is the goal of this project? Keeping score or generating real insights?

2. Can we leverage existing data to answer the question?

3. How can we involve the people who are charged with solving the marketing problem?

4. What is the most efficient way to do the research?

5. How can we push the data harder to reveal deeper insights?

Brand Amplitude is an insights-based brand strategy consulting firm.
 

• Serving consumer, B2B and non-profit clients since 2002.
• Our mission is to help companies grow their businesses by better understanding customers and increasing their brand equity.
   

Relationships are led by two experienced marketing practitioners and industry thought leaders, Carol Phillips and Judy Hopelain.
 

• Client-side experience spans diverse industries
• Also held senior executive positions at leading agencies and consulting firms
• Teach brand strategy at leading business schools
   

Supported by a virtual team of research, analytic and consulting associates

Our methods are grounded in our experiences as marketers and as marketing professors. Our emphasis is on getting inside people’s heads to really understand what drives their choices. We differ from traditional market research and consulting firms in three ways: 
 

• Hands-on: Experience matters when discerning insights and designing effective strategies. Our projects are co-lead exclusively by company principles, Carol Phillips and Judy Hopelain.

• Best of the Old and the New: Technology has generated new ways to interact with people and collect data. We keep our finger on the pulse of what’s working and blend them with tried and true methods that can be relied upon when making important decisions.

• Work Smart: In consulting, time is money and no one can afford to wait

We take an outside-in perspective

Most approaches to assessing brand asset resonance are not informed by any external perspective. They rely on internal records and opinions about what matters to their customers. We deliberately and respectfully explore and incorporate the customer’s point of view.
 

We generate deeper insights

Ordinary tracking studies and focus groups rarely explore beyond the master brand. They are not structured to assess what customers think about the relevance and extendability of a company’s brands, names, trademarks, etc. By combining quantitative and qualitative methods, we get beneath the superficial, and beyond the master brand.