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We start with a brand audit. This includes:
- Reviewing business and marketing plans for the past few years
- Reviewing any previous brand strategy work
- Collecting creative materials and customer communication, going back as long as available
- Analyzing competitor communications, product portfolio, annual reports, etc.
- Reviewing market research and customer service reports
- Conducting new qualitative research to understand customer attitudes to the brand, competitors and category, as well as the feelings elicited
- Identifying internal stakeholders who will not be part of the brand development workshop but whose opinions are valued and whose efforts are needed for eventual activation
- Interviewing those stakeholders to understand their point of view, so it can be carried into the brand development workshop