The Bloodhound Group was profiled recently in an article in CEO Weekly, a digital publication that provides senior corporate leaders valuable insights, strategies and perspectives on events, businesses and individuals shaping the future of commerce.
In an interview, BHG founder Jim Cobb and brand strategist Ann Wilson described the process that sets The Bloodhound Group apart from typical marketing and advertising agencies. To “future-proof” a brand and ensure success over the long term, the BHG team believes, its identity must be closely tied to the company’s customer relationships and business model.
By integrating the psychology of neuroscience with in-depth market research, the BHG approach reveals the emotional triggers that indelibly connect a brand with its customers. “Most brands fail because they don’t understand something critical about their customers,” Cobb explains in the article. “Companies get caught up in talking about what their product does rather than why it matters to the customer.” 
BHG also works closely with clients to ensure they align brand strategy with business strategy for sustained market viability and financial health. “Other agencies focus on outputs such as ads, websites and campaigns,” Wilson notes. “We take a holistic view of a business, treating branding as an asset that directly impacts financial performance and long-term equity.”
Analyzing a brand from the inside out is key, the BHG team asserts, and helps avoid a common disconnect between marketing efforts and actual business impact. It’s critical to ensure sales teams, leadership and marketing all understand the brand’s objectives so messaging is consistent and there is a clear pathway to revenue generation.
Storytelling and using archetype-based branding to create authentic and emotionally compelling messages is another hallmark of the BHG approach. “People can’t always articulate why they feel a certain way about a brand,” Cobb says. “We measure their emotional responses to different branding elements, from colors to storytelling techniques, and we use archetypes to craft brand identities that resonate deeply.”
Cobb and Wilson note that, as markets grow evermore competitive and brand loyalty becomes increasingly hard to cultivate, navigating the brand development process requires more persistence and insight than ever. Taking a thoughtful, strategic approach helps avoid costly missteps and creates a solid foundation for future brand and business growth.