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Strategy, Branding & Creative Tools
Operational tools for project design and implementation.
Marketing Strategy Brief
A simple, yet powerful tool, which encapsulates essential market strategy information in a single document that you and your team can begin using immediately after download. When used rigorously, this tool can guide new thinking and creativity relative to effective marketing strategy development and implementation.
Contents include:
Marketing, a definition and purpose to help orient users to the importance of marketing in today's world.
Integrated Marketing Map, which illustrates how other business functions can effectively market your business.
Marketing Strategy, a process overview to help users think about and understand a satisfactory "horizon of time" for their project.
Essential areas of knowledge, where users think and write about their unique; situation, goals and ambitions.
Brand Strategy Tool Suite
These four powerful tools make brand building operational and fun. When used rigorously you and your team will be well on your way to building a powerful brand.
Contents include:
Brand Strategy Brief
Perceptual Map
Positioning Tool
Narrative Tool
View Individual Sample Documents Below
Brand Strategy Brief
A simple, yet powerful tool, which encapsulates essential brand building information in a single document that you and your team can begin using immediately after download. When used rigorously, this tool can guide creative exploration, as well as specifies criteria against which creative can be critiqued.
Contents include:
Objectives
Background
Audience
Position
Expression
Additional categories to capture other relevant information
Perceptual Map
In the event that you find it difficult to define how your company, product or service is different, this infinitely configurable tool enables visual definition of competitive attributes to determine differentiation, or difference in an X / Y grid. When used rigorously, this tool can trigger new thinking, as well as guide essential information needed to populate a Brand Strategy Brief for creative exploration.
Contents include:
Background, which identifies what "Perceptual Maps" are
Instructions for how you can create alternative customer views of the market to better understand both how your offer differs from competitive offers and how they are the same
An illustrative example
A blank template for your recurrent use
Positioning Tool
Positioning can be THE most difficult aspect of developing a compelling, memorable brand. This tool enables users to drive ANY company, brand, product / service positioning through a distillation and clarification "filter" to a point of essence. When used rigorously, this tool yields the building blocks for compelling, memorable: elevator pitches, one page introductions, presentations, product specification sheets and other essential, brand building narratives.
Contents include:
Background, which identifies what "Positioning" is
Instructions for how you can create powerful, compelling and memorable positioning statements
An illustrative example
A blank template for your recurrent use
Narrative Tool
This simple, yet comprehensive narrative development model is based on the proven literature writing model that you perhaps studied at school. As a stand alone tool this document can be used to produce the essential building blocks for any business narrative. However, when used in conjunction with the Positioning and Perceptual Map tools within an integrated marketing strategy, you and your team can produce truly different results in any market.
Contents include:
Background, which identifies what a "Narrative" is
Instructions for how you can create powerful, compelling and memorable business narratives.
An illustrative example
A blank template for your recurrent use
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