1. BRIEFING:-
Written + Verbal + Work-shopped - Scope Envisaged - Timing and Deliverables agreed.
2. AUDIT OF CLIENT & BRAND :-
Market Position vs. Competition - Existing Research Scrutiny - International Branding Examples (if -appropriate) - Existing Strategy Assessment - Company Internal Research (optional Interviews) - Further External research if needed.
3. AUDIT FINDINGS AND CONCLUSIONS
Future Branding Implications & Options - Findings & Conclusions if additional research Interim Report - Customer Profiles: Demographics, Values, Expectations of product/service category.
4. BRAND POSITIONING STRATEGY: - Brand Proposition, Essence, Features – Proposition, Rewards, Values, Personality. • Media and Channel Strategies.
5. CREATIVE EXECUTIONS: -
Core CI : Logo, Strapline, Media mix: e.g. Main media, Support media, (PoS, Websites, Online, Promotional, PR, Packaging, Store Design, etc. • Packaging Design, PoS and any relevant Graphic Schema.
6. TRACKING RESEARCH : -
Success Assessment after time.