Buying Process/Customer Journey
Map stakeholders’ journeys to prioritize leverage points and brand opportunities.
Identify meaningful, distinct, and actionable target segments.
Uncover customer segments’ environment, desired experiences, beliefs, and behaviors.
Determine the benefit hierarchy underlying brand usage.
Develop initial positioning hypotheses through desk research and internal brainstorming.
Determine the messaging theme that will guide all marketing communications for your brand.
Nomenclature & Language
Interpret connotation behind brand
names, identifying differentiating language.
Pricing Value Assessment
Identify the optimal product price to match
perceived value, while achieving company goals.