The Work We Do

Kannon is committed to delivering value and a high level of service. Kannon's collaborative approach ensures that each project is customized to tackle the complex business challenges specific to each client, while remaining transparent and growing consensus along the way. The firm's goal is to provide clients with the marketing expertise and analytical structure to compete successfully in the changing environments they face.

Examples of questions addressed to clients include:

• What new products and services should our client provide to meet customer needs?
• How should our client align its resources for the highest return on its investment?
• How should our client revitalize its core business?
• What capabilities need to be improved or built to better serve customers or channels?
• How do our clients stack up against competitors in their business?
• How can our client sell products/services that customers cannot yet imagine?
• What should clients do today to prepare for tomorrow?

Kannon brings a disciplined approach to marketing and strategic issues. Kannon's approach to business problems is to add structure where there often appears to be none, using analysis to address assumptions or "mythologies," and tapping creative data sources and perspectives. The firm has built time-tested frameworks to leverage data and integrate client and consultant expertise.

Primary Information Gathering
Many projects begin by building baselines of the market and filling knowledge gaps, utilizing a wide range of research techniques. Information is often gathered by tapping publicly available sources, such as government agencies, trade associations, and industry publications. In some cases, when critical information is not available, Kannon conducts the research itself through one-on-one interviews. Kannon also has established strategic alliances with a small handful of experienced research firms.

Synthesis
Kannon consultants synthesize data into a shared vision of the marketplace, addressing issues such as who the customer is, what benefits they are seeking, how they can be reached, and who is addressing their needs. These syntheses often incorporate learnings from past research efforts, interviews with key management, and current customer insights from the clients' sales and marketing databases.

Action Plan
Moving beyond the analyses, Kannon typically is involved in identifying recommended actions. Kannon leads cross-department meetings, builds action plans, and trains client teams on project management tools to ensure ultimate success in implementation.