branding process

Constructing a value proposition

A value proposition is the result of a triangulation of information from three domains: company, consumer and competition. Information is organized using techniques that lead to insight.

Creating brand narrative

A set of alternative brand narratives are created, evaluated by a client brand team and tested via qualitative research.

Integrated campaign planning

A campaign plan is developed to activate the brand with consistency (across contact points) continuity (over time) and cooperation (among brand stakeholders both internal and external)

The other part of our premise is that brands don’t “just happen” or turn out the way you want them to in today’s complex, and sometimes befuddling, world of marketing communication vendorship.   While it is true that consumers own and influence brands to a greater extent than ever, the right brand planning process is the best way to create the strategy for the brand and manage its activation.