THE LYNXEYE STORY

LynxEye is an independent management consultancy firm focusing on brand management. The company was founded in 1999 by two former Procter & Gamble employees, Christian Ihre and Johan Ekelin, who were soon after joined by Richard Törnblom from McKinsey & Co. Today, the consultants at LynxEye have built brands at the larger FMCG companies (Procter & Gamble, Johnson & Johnson, Kraft, L’Oreal, Barilla), developed market and corporate strategies at the leading management consulting firms (McKinsey & Co, Gemini Consulting, BearingPoint), or conducted market research at leading research firms (Borells/GfK).

Our vision is to be one of the world’s top three authorities within brand management, based on our Core Insight Philosophy and indisputable business impact. Our mission is to create brands that matter - brands that thrill people and become living elements in our clients' success stories. To make sure we create brands that truly matter, we build them around fundamental consumer secrets - consumer needs which have not yet been perceived or exploited by the market. We call those “secrets” Core Target Insights. Our role is to translate the Core Target Insights into actionable strategies that secure our clients’ long lasting market impact.

Our working models have been under continuous development since LynxEye’s first projects in 1999. Our marketing frameworks incorporate the best of the principles used in the world’s most market-oriented companies – the fast moving consumer goods enterprises. We believe the only sure way to success is through understanding your target group and turning that understanding into business-building strategies in a faster and better way than your competitors. This perspective, Total Brand Management, is all about maximizing the attraction of a company’s offering and thereby increasing consumers’ desire to purchase a product or service, which in the end will result in increased revenues - either through attracting new consumers or by making a deeper connection with existing ones.

PHOTO © 2011 LIESELOTTE VAN DER MEIJS