Where is the opportunity?
Collecting intelligence and gathering insights often leads to
uncovering new opportunities, and reviewing existing research and
conducting interviews with key internal and external stakeholders
is the first step.
Examining the company or brand’s history, and determining its
equity and competitive landscape also help guide the process.
However, raw data is just that until it can be interpreted with
an eye toward opportunity and value creation. Our analytical
approach places all of the input within a business context and
creatively determines the opportunities.
We have developed and use a range of tools and techniques to
facilitate relevant information gathering and analysis in our
Discovery process. Some examples of these are:
- Purchase/loyalty driver analyses
- Unarticulated customer needs insight
- Customer/investor valued provider attributes
- Comparative brand performance mapping
- Current state-desired future state workshops
- Brand equity measurement model
- Economic value-drivers in branded businesses
Strategy
- Strategic brand imperatives
- Value proposition mapping – demand/supply dimensions grid
- Brand attributes pyramid
- Brand leadership platform – vision, mission, positioning,
personality, culture
- Customer experience touchpoint mapping
- Financial impact modeling of scenarios through our Brand
Finance offering
Planning
- Audience messaging hierarchy
- Decision trees
- Brand performance metrics
- Activation program grids and budgeting
- Creative briefs
- Employee engagement