What We Do


1

IDEATION

Determine what the Company and Brand stands for and where it can expand

 • Hold group ideation session with Company Management and Executive Leadership Team
 • Purpose – Hone brand positioning
 • Activities – Gather key words and phrases describing
    > Industry
    > Competition
    > Customers
    > Competitive Advantages
    > Opportunities to extend the Company and Brand


2

BRAND ESSENCE DEVELOPMENT

Pyramid approach to looking inside at the DNA makeup of how consumers think and feel about your Company and Brand

 • Brand Attributes and Features
 • Functional Benefits
 • Emotional Benefits
 • User Values
 • Brand Personality

 

3

BRAND PLATFORMS

Develop five pillars that define the Company and Brand. These pillars will showcase key areas of focus for existing and new programs

 • Ability to reach different target audiences
 • Defines usage occasions
 • Broadens category
 • Creates base of customers
 • Provides relevancy for management, affiliates, and agencies
 • Ability to create marketing programs around key Brand Platforms
 • Ensures consistency to the Company Brand Positioning

 

4

BRAND POSITIONING STATEMENT

Ensures unified marketing and positioning for entire Company and Brand

• Ownable
    > Not generic to category; Unique to the brand
 • Sustainable
    > Can’t be taken away; Long lasting
 • Leverageable
    > Important and relevant to target
 • Extendable
    > Appeals to both established and untapped markets