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Research
Secondary Search
Stakeholder Survey
Usage & Attitudes
Ethnographic Study
• Shop-Alongs
• Diaries
• Shoot-Outs
Shopping Behavior Audit
Qualitative Research
Brand Discovery
• Brand Audit
• Brand Inventory
• Brand Profiling
Competitive
• Analysis
• Profiling
• Profiling |
Context Analysis
• Validity
• Motivation
• Differentiation
Brand Concepts
• Development
• Feedback |
Super-ordinate Goal
Objectives & Metrics
Mix Strategies
Sub-Strategies
• Segmentation
• Targeting
• Seasonality
• Geography
Brand Strategy
• Brand Architecture
• Position Statement
• Personality Module
• Experience Design
• Benefit Matrix
• Opportunity Matrix |
Ideation Suite for
Brand Activation
• Products/service
• Promotions
• Publicity
• Gimmicks & stunts
• Partnerships
• Affinities
• Trial/extension/ retention
• Channels
• Target messaging
• Problem detection
• Buyer need states
• Buyer imperatives
• Trend migration |
Integrate Brand across contact points
Campaign Campaign
• Launch Package
• Disaster Check
Campaign Tracking
• Base wave
• Longitudinal Study
• Agree on Metrics |
