did you say
'methodological
approach' ?
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First...
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Purpose:
The reason for which the company exists and acts for itself, for others -
Strategic framework:
Your business ambitions in the future, in your market of reference -
Major expectations / trends of your market:
The consumer needs or trends which matter most and to be taken into account
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Then...
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Market vision:
The singular, competitive and enduring point of view of the company concerning its future market
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Brand ambition:
The perception you want to build in your targets’ mind and in your market
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Brand positioning:
It enables to distinguish the brand offer from its direct competitors by leveraging its assets
- Target: Who does the brand want to reach?
- Definition of the offer: How does the brand define its activity?
- Consumer benefit: Which benefits does the brand bring to the target?
- Differentiation: Which components make your brand unique?
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Brand’s attributes:
The descriptors that build the positioning and qualify the brand
Experience, alignment and activation :
The way the positioning is activated within the company and how the brand is experienced by its targets
INTERNAL
OFFER (PRODUCTS AND SERVICES)
BRAND IDENTITY
CONSUMER EXPERIENCE
COMMUNICATION
COMMUNITIES
...
Our
methodology
framework
- Mix brand expertise and business / strategy expertise: ‘strategy through the brand’
- Deal with the brand(s) as a whole and in all activities, in connection with the company’s strategy.
- Formalise the strategic framework of the company which takes into account its purpose, its corporate plan, and a 3- or 5-year shared business ambition
- Assess the brand in an objective way, through a complete, in-depth, factual, and objective diagnosis
- A collaborative approach based on co-construction, with a specific group project which is formed from the beginning of the approach, (directors, even shareholders) at the highest level: workshops (≠ brainstorming) resulting in a strategic vision and a positioning selected by your team in an objective way, helped by our expert support
- An accompaniment up to the macro brand activation plan, (resulting from the brand platform) and how to pilot it
Our
methodological
principles
