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| How we create new brands |
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We have found that in competitive markets often the best investment is in defining an effective "brand focus". A brand focus can be likened to a fishing lure. It is like a hook that sticks in the mind consisting of a name, a positioning and a benefit. It needs to be represented by a few key words and a single compelling image. Plus it needs to be substantiated with a narrative, which is like the fishing line. To develop an effective brand focus we use a process we call SmartSteps. It consists of several phases: We start by diving deep. We research the product or company, including its history and the market dynamics. Then we define the scope of the project and we find benchmarks. We determine who is the best-in-class from around the world, and how can we outperform them. The details of communication are critical for effectiveness so we offer our clients stimulating choices that can then be evaluated collaboratively, a process we call Concepting. Using a sophisticated set of tools called SmartTools, we help organizations make optimal decisions and in the process secure participation and commitment. The outcome is a brand focus that provides the foundation for creating integrated programs that build sustainable value. |
a sharp focus so communication gets the desired results and build brand value. |
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