1. MAP THE TERRAIN

Designing a winning strategy requires diagnoses. We’ll review the nature and scope of the challenges you’re facing, what outcome you are aiming to achieve, what barriers might be impeding progress, and we’ll carefully map your market/audience on multiple points.

• Customer interviews, ethnography, focus groups, surveys

• Qualitative data for company, customer, & competitors

• Market and segment analysis

• Custom sales funnel creation including quantitative data

• Key customer brand associations (positive & negative) with scores

• Competitor set analysis with relative conversion rates & brand image scores

• Brand code/identity awareness & strength scores

2. DEFINE THE STRATEGY

With a clear understanding of the terrain your brand is navigating, we can build your strategy for growth. Within your brand strategy we’ll define:

• The target audience - mass market, a specific segment, or both.

• Brand and product positioning – your brand DNA and reason buyers chose you.

• Brand codes palette – the key brand codes that you’ll use everywhere.

• SMART annual growth objective(s) with financial impact valuation.

3. DESIGN THE OUTCOME

With a clear brand strategy in place, you can begin to design and implement all your brand and performance marketing tactics for the year ahead.

RE-BRANDING?
A WORD OF CAUTION

I am most interested in strategies that improve brand equity and salience while producing growth, revenue, and increased gross margin. Re-branding rarely assists the accomplishment of these aims. In most cases, brand revitalization is far more appropriate and I’m happy to help you think this through. The outcome of our marketing mapping strategy work will provide pathways to effectively think about and apply existing brand codes as well as guide the conversation in terms of what flavor of re-brand may be best.