Defining a brand is perhaps one of the most difficult tasks a founder, business leader or investor has, and among the most vital. Building on Ogilvy's request for the freedom of a tight brief, and based on years of training in robust analysis and brand planning processes...introducing the trUSP Workshop.
Executed either as a moderated stakeholder session or as an independent engagement with data review and interviews, this process seeks to define your brand's essence through in-depth assessment of context, consumer and current capabilities. It forms a starting place for a creative brief and brand strategy, to coin positioning statements, redefine consumer need states and align organizations around customer understanding.
Executed either as a moderated stakeholder session or as an independent engagement with data review and interviews, this process seeks to define your brand's essence through in-depth assessment of context, consumer and current capabilities. It forms a starting place for a creative brief and brand strategy, to coin positioning statements, redefine consumer need states and align organizations around customer understanding.
Contextual AnalysisCompetitive reviews
Observational analysis External Ps assessment |
Consumer Target DefinitionPrimary or secondary research review
Psychographic observational profiling Narrative creation to bring a consumer to life |
RTB & USP CreationProduct/Brand review
Internal Ps assessment USP statement creation |
Output
SWOT analysis
Consumer target narrative(s)
USP options in consumer-facing language
Strawman brief for creative development
Consumer target narrative(s)
USP options in consumer-facing language
Strawman brief for creative development