What is CBI?
CBI is an AI-enabled tool that helps MTP teams evaluate how a brand’s visual identity, messaging, design, and experience work together across digital touch points.
Whether you’re preparing for a pitch, developing creative concepts, building strategy, or evaluating competitors, CBI surfaces insights that help support stronger recommendations and more informed decisions.
How Has An MTP Team Used This Before?
Challenge
True Media responded to an RFP for Paradise Cost, a Florida tourism brand. Paradise Cost risked blending in with competitors using nearly identical imaging and messaging. The account team needed a sharper understanding of what could truly make the brand distinct and how to communicate that in their RFP response.
How They Used CBI
True Media used CBI to analyze competing tourism sites, focusing on:
- Copy tone and emotional language
- Visual tonality and imagery themes
- Brand alignment
By using CBI, the team was able to identify where untapped creative white space existed.
Key Findings and Insights
The team discovered that competing tourism brands used nearly identical emotional language and visuals.
Paradise Coast has an opportunity to own a “refined luxury and cultural sophistication” narrative – distinct from the more generic “sun and relaxation” messaging common across competitors.
What Do I Do Once I Receive My CBI Analysis?
Share Analysis
- Ensure alignment by sharing the CBI analysis with all relevant teams
Review Brand Scorecard
- Understand how the brand performs against its competitors
Identify Friction Points
- Review how audience personas experience the brand's website.
Evaluate Visual Identity
- Understand how the brand's visual identity compares to their competitor
Assess Tone & Content
- Understand how the brand's content and messaging is perceived
Use Custom Query
- Ask strategic questions to help you identify opportunities
Where Can I See CBI In Action?
When Should I Use CBI?
Rebrands & Refreshes
Understand how the brand is perceived and identify opportunities to strengthen consistency
Campaign Planning
Use audience, messaging, and imagery insights to plan a new campaign
Website Optimization
Identify audience friction points across their journey and spot opportunities for improvement
RFPs
Use CBI to generate strategic observations and recommendations backed by research
Brand Positioning
Determine whether the brand’s positioning is actually reflected on their website
Creative Development
Explore imagery themes and brand personality to inspire creative concepts
New Client Pitches
Use CBI insights as a conversation starter during strategic planning.
Content Development
Understand messaging themes and competitive messaging opportunities
Prospecting
Use CBI to create more consultative conversations with prospects
Ready To Get Started?
Contact the RADaR Analytics team at [email protected]
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