KEEP IT COMPLEX STUPIDMANAGING MULTIPLICITY

Strategic Brand Consultancy

for marketers who what to out-think,not out-spend the competition

What’s the real challenge here?

And this isn’t a new challenge

The origin of the species…

To succeed in an over-communicated

society, a company must create a

position in the prospect’s mind, a

position that takes into consideration

not only a company’s own strengths

and weaknesses, but those of its

competitors as well

Ries & Trout

…and its offspring…

…the guardians of the single minded statement

That worked reasonably well in a simpler world

But the world no longer works like that

Is your brand strategy gathering dust?

We’ve gone from regiment…

…to horde

From strategic monolith to tactical free-for-all

vs.

We need to find a balance…

We need to find a balance…S

CA

LE

BRAND TYPE

BLO

CK

BU

ST

ER

TW

EE

T

PRODUCT PERSONALITY

ZONE OF CATASTROPHIC

BOREDOM

BRAND SPONSORED ART THRILLERS

ENJOYABLE CHATTER

Positioning

So what are the key elements?

Proposition(s)

Positioning

So what are the key elements?

Proposition(s)

Evolving expression

adapted to

different

target groups

and changing

markets/sectors

Long-term, central,

largely unchanging

purpose and core

Positioning

So what are the key elements?

Proposition(s)

� Shorter term; what’s the

current offer?

� Varies by category, need,

segment and product

� Varies over time

� Longer term mission

and purpose

� Cross category, need,

segment and product

� The ‘heart and soul’

of the brand

Positioning

So what are the key elements?

Proposition(s)

� Who are we targeting (target

audience)

� What’s in it for them

(benefits)?

� Why should they believe us

(RTBs)?

� What is the vision for our

business?

� What are our fundamental

beliefs of the business ?

� How does the brand

behave (personality &

culture)?

BRAND VISION

The brand’s long-term purpose

A new model

How do we use it?

The monolithThe tactical

not-quite-so-free-for-allCommunicate, communicate,

communicate

‘Outsourced’ to internal / external

content owners