Often, clients come to us asking for a specific piece of brand communication. They may say, "We need a web site," or "We need a brochure," for instance. Often the need to get brand communication out into the marketplace is indeed urgent. And we want to serve our clients' needs. So we will most likely take what I call the dual track.
Track One: Take care of the urgent brand communication need. If the market is moving fast, often marketers must move with the market. So we get out the needed messages.
Track Two (happening concurrently with Track One): With the client's permission, do due diligence to strategic marketing and brand understanding. If the organization hasn't yet done it, we begin with our Brand Chemistry deep dive process to completely identify the brand's unique assets and promises. We also get a clear understanding of the key audiences with whom the brand interacts. If these steps are completed already or once they are done, we find out through a variety of research processes, what the position of the brand is in its marketplace and what forces are at work that may affect the brand. From this data, we develop a complete strategic marketing plan. The marketing plan outlines goals, objectives and strategies to assure that all of our brand communications efforts are directed in the right place. The plan also includes a prioritized list of tactical recommendations (should we be creating a Web site at all or should we start with events, for instance).
Dual tracking. It works. And it puts your brand on the right track for the long run as well as the short run.
Track One: Take care of the urgent brand communication need. If the market is moving fast, often marketers must move with the market. So we get out the needed messages.
Track Two (happening concurrently with Track One): With the client's permission, do due diligence to strategic marketing and brand understanding. If the organization hasn't yet done it, we begin with our Brand Chemistry deep dive process to completely identify the brand's unique assets and promises. We also get a clear understanding of the key audiences with whom the brand interacts. If these steps are completed already or once they are done, we find out through a variety of research processes, what the position of the brand is in its marketplace and what forces are at work that may affect the brand. From this data, we develop a complete strategic marketing plan. The marketing plan outlines goals, objectives and strategies to assure that all of our brand communications efforts are directed in the right place. The plan also includes a prioritized list of tactical recommendations (should we be creating a Web site at all or should we start with events, for instance).
Dual tracking. It works. And it puts your brand on the right track for the long run as well as the short run.
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