LEVEL 03

An overview of the organization to ascertain the factors and the resources to build-on and the challenges the organization faces in reaching their goal. Both an internal (within the organization’s control) and an external analysis (outside of the organization’s control) would be conducted to “uncover / illuminate” the organization’s market opportunity. More details? Inspired to start?

 

 

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Identifying competitors’ and their strategies ultimately means seeing more clearly your optimal business direction(s) and brand positioning strategy in relation to said competitors to avoid competing directly with them. In turn, this will maximize your chances of success by not having to counter any attacks as you compete for the same claims and target audience, but rather, focus on how you are different and superior for your most receptive target audience. Still, this does not necessarily mean forego targeting the same audience as your competitors, and, certainly not alienating any potential target groups. Using best practices, we are, in effect, “reverse engineering” your competitors’ creative material to arrive at our strategic assumptions. Now, we have learned what we need to know in order decide your brand’s strategy and business direction (your most receptive and accessible target group or groups). More details? Inspired to start?

 

 

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Target group characteristics, for example, their beliefs, motivations, values etc. are one of the many needed “data points” to effectively vet your brand positioning and future marketing strategies. Our analysis means we both, first, identify and then describe these target markets, generally individually and sometimes as clusters. Ultimately, we would want to choose the target group that would most benefit from the product or service that you are offering when seeking efficient and effective marketing measures and sought-after outcomes. More details? Inspired to start?

 

 

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Once the above listed, a-c, are complete then we can advance our efforts in developing a brand positioning strategy. A brand positioning strategy clearly delineates what the brand does in support of its defined target groups. Evidentiary, having done the necessary “legwork” (items a-c), a positioning strategy occupies a distinct place in the consumer’s mind that is furthermore desirable and favorable / relevant. In short, it is an articulation of the “heart and soul” of the brand. Ultimately, we will chose a single word from this statement, that above all else, the brand most wants to be known for – its brand promise / the “word-to-own.” More details? Inspired to start?

 

 

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The research and analysis, as well as, the objectives and strategies performed in a strategic marketing plan can be succinctly summarized and organized in a creative brief. For example, it would include the desired reaction of the target audience, including how should the ad make them feel and think, and what should the ad make them do (behave). As part of the strategic marketing plan, as described below, a creative strategy is an included “section.” More details? Inspired to start?

 

 

 

 

*Creative Brief deliverable can begin if the brand positioning and marketing strategy are intact. If not, we can assist in deciding possible next-steps.

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From the past 120 days (having developed the brand positioning strategy), we will leverage the research performed to then look at the chosen category (luxury sedan, smartphones etc.) or promoted benefit (entertainment, performance etc.) in which we positioned your brand. Then, we would want to consider the faction of the broadly defined (athlete, family etc.) consumer group that would address the corporate objective (maintain, increase sales etc.). More consumer research is generally required to further assess these consumers’ needs, and in turn the attribute(s) to leverage. While a brand positioning strategy addresses a broad consumer need (say, performance) a marketing strategy (unless promoting the brand positioning strategy) has a more specific audience in mind, with a specific response in mind (excitement, consideration etc.) and an exact need to fulfill. Hence, being able to select the attribute(s) to leverage to elicit the sought-after response. The brand positioning strategy is now called the “brand character” when part of the creative brief – in turn, the “look and feel.” The other objectives and strategies* all ladder, ultimately, feedback to your topline corporate objective: annual sales revenue goal. More details? Inspired to start?

 

 

*Advertising Objective and Strategy is included based on having a “Tactical Marketing Plan.” With this section, if included, we would decide on each tactics individual directives. The Creative Strategy is an additional cost, if requested.

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Before developing objectives and strategies, because we had not developed the brand positioning strategy, in this case, we would want to better understand your decisions that had led-up to its final-form. In addition, we would want to know the competitors that we should include in doing our research, up to 5. If we can effectively leverage what is completed, simply from the point-of-view that it is a well-defended brand positioning strategy then we can use this as our initial foray into doing our own research to, in turn, develop the objectives and strategies section of your marketing plan. We would need to, in essence, do all the same aspects as we would in developing a brand positioning strategy, where, the difference is that we know more specifically “where to look” in terms of consumer groups and benefits, and competitors. We can then determine the need to fulfill, and then the attribute(s) to leverage to elicit the predefined response(s). The brand positioning strategy’s predefined emotion needs to be expressed (felt), along with its other aforementioned components (defined consumer group, and category or benefit), while equally addressing the predefined consumer audience’s need. The brand positioning strategy is now called the “brand character” when part of the creative brief. The other objectives and strategies all ladder, ultimately, feedback to your topline corporate objective: annual sales revenue goal. Where and how to turn (objective and strategy) at every intersection is methodically mapped-out. With each “turn” influencing the next or, said another way, influenced by the one that came before it. So, in other words, marketing is based on corporate, and communication is based on marketing – all the way down to advertising. * More details? Inspired to start?

 

 

*Advertising Objective and Strategy is included based on having a “Tactical Marketing Plan.” With this section, if included, we would decide on each tactics individual directives. The Creative Strategy is an additional cost, if requested.

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A better value than doing A-F (one-at-a-time) is to choose this option, and, receive additional work: objectives and strategies (corporate, marketing, communication, creative, and advertising). The short answer is, as described above, all sections A-F are included. In essence, A-E clarifies the most opportune direction to advance your market position and the necessary brand image to do so. What is in addition is how to effectively execute on this new found knowledge to have a direct impact on your corporate objective, namely, your objectives and strategies: Starting with the Corporate and ending with the Advertising (if you are to include a “Tactical Marketing Plan,”). The objectives and strategies in-between the Corporate and Advertising are as follows: Marketing, Communication (not included is the “Tactical Marketing Plan” or the communication tactics), Creative, and Advertising. To learn more about the “Objectives and Strategies” see F. More details? Inspired to start?

 

 

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Here, we are deciding on the actual activities or tactics (the actions) that will work together to reinforce, complement and leverage one another in an effort to expedite improving your competitive position while conveying your brand image. Seeing and considering many different venues from online channels to platforms to tools, and, naturally, offline channels, as well. Having an understanding of what channels are most useful for which purpose as it relates to specific objectives and strategies is critical is maximizing effectiveness and efficiencies. More details? Inspired to start?

 

 

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