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