Overview

In the midst of a brand modernization effort, a major retail and real estate group needed to realign perception, strategy, and execution. By using Yourban to track real-time demand, visibility gaps, and brand associations, the team built a data-driven narrative that made it to the top: SEO, SEA, and Share of Voice are now on the table at every COMEX.

Company Background

This group operates across multiple business lines and territories, with a strong presence in both B2C and B2B markets. With new expectations from consumers and partners alike, the brand needed to evolve—not just in communication, but in substance.

Challenges

• Modernizing the group’s image: The brand felt outdated compared to rising players.
• Lack of clarity on perception: Internally, teams lacked visibility into how the group was actually seen online.
• No clear bridge between brand & audience expectations: Strategic decisions were made with little connection to actual search behaviors.

Solution: Implementation of Yourban

With Yourban, the teams were able to monitor the brand’s visibility and associations across search, benchmark against competitors, and highlight the misalignment between perception and positioning.

Features of Yourban Utilized

• Share of Voice Monitoring: Identified where the brand was visible—and where it wasn’t—across key categories and territories.
• SEO Demand Mapping: Revealed what people associate with the brand vs. what the brand actually promotes.
• SEA Strategy Aligned with COMEX Goals: Turned strategic priorities into targeted campaigns and measured their direct impact.
• Insight Dashboards for Leadership: Made SEO and SEA results digestible, relevant, and decision-ready for executive stakeholders.

Results

• SEO, SEA & Share of Voice KPIs integrated into COMEX discussions
• Strategic misalignments revealed, and brand repositioning efforts refocused accordingly
• Visibility data used to influence annual plans, not just quarterly marketing
• Internal silos reduced: brand, digital, and strategic teams now work from the same signals

Conclusion

With Yourban, what was once seen as technical marketing has become a strategic lever. By turning visibility and perception into clear, board-level insights, the group now leads with data that reflects the world outside — and builds a brand that’s not just modern, but aligned.

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