Eliminating the risk factors
Our Discovery process yields critical information needed to develop and effective Marketing and Branding Strategy. Analyzing target markets, suppliers, competitors, product mix, company strengths, weaknesses, capabilities, and brand strength are just some of the ways we “minimize risk”.
A successful strategy must have two exceptionally strong and clear components – “brand value” and “marketing communications”. Brand value (customer loyalty) consists of brand equity (relative brand strength), product / service features / benefits, and price. The qualities of the brand are defined, developed and distilled into a compelling value proposition (also known as a UVP [unique value proposition] or USP [unique sales proposition]) that translates into customer loyalty. Marketing communications build on the value proposition with more breadth and depth. Overall objectives? …Define "what to say" and "who to say it to". Persuade prospects to take the necessary actions to move toward, and eventually purchase, your product or service.