January 21, 2021
Almost every modern agency has developed a proprietary process to move from initial briefing to the final execution of a branding strategy, competently and efficiently. Ours is called MARKETCONNECTTM and was designed to be flexible enough to fit any client’s needs and processes. MARKETCONNECTTM is a collaborative process with client input during the entire process. It is also a process that can be applied in segments depending on client needs. It provides the discipline required to ensure that branding and communications always relate to the established goals. The process is cost-efficient in that marketers do not invest in any tactics prior to determining what message needs to be delivered to its audience. .
MARKETCONNECTTM is a collaborative process with client input during the entire process.
MARKETCONNECTTM includes market and competitor analysis, proprietary research called Slow Sip® sessions (originally designed by Q&B), as well as making room for regular focus groups when necessary and Can You Feel It?TM sessions that bring the brand’s personality, positioning, value statements, key offerings and the brand map/platform all into focus, from which all strategy is drawn. We utilize both quantitative and qualitative research methods to unearth the answers we need. Creative executions are part of the process in that when complete, clients will have a look and messaging that is meaningful to their audience. The process then moves to include media and tactical recommendations.
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