- Conducting Research
Clarify vision, strategies, goals and values
Research stakeholder's needs and perceptions
Conduct marketing, competitive, technology, legal and language
Interview key management
Evaluate existing brands and brand architecture
Present audit readout
This includes qualitative (gathering perspectives through interviews, focus groups, ethnography, mystery shopping) and quantitative research (online surveys, usability testing, product testing, eye tracking, segmentation, equity tracking, syndicated data and market structure)
Identify:
Mission
Vision
Value statement
Value proposition
Organizational chart
Strategic planning documents
Business plans
Marketing plans
Annual reports
Existing marketing research
Cultural assessments
Employee surveys
CEO speeches
Press releases
News clippings
History
Domains
Intranet access
// - Clarifying Strategy
Synthesize learnings
Clarify brand strategy
Develop a positioning platform
Co-create brand attributes
Write a brand brief
Achieve agreement
Create a naming strategy
Develop key messages
Write a creative brief - Designing Identity
Visualize the future
Brainstorm big idea
Design brand identity
Explore applications
Finalize brand design architecture
Present visual strategy
Achieve agreement - Creating Touchpoints
Finalize idenity design
Develop look and feel
Initiate trademark protection
Prioritize and design applicaions
Design program
Apply brand architecture - Managing Assets
Build synergy around the new brand
Develop launch strategy and plan
Launch internally first
Launch externally
Develop standards and guidelines
Nurture brand champions
Sunday, August 28, 2011
Notes from Reading
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