UNDERSTAND
Updated: May 1, 2018
Our world is changing at breakneck speed, new disruptive technologies are being launched almost daily and new competition lies around every corner. Businesses that stay put will almost certainly fade away & become irrelevant.
I help businesses think big, embrace change & find better ways to grow. This does not mean change for changes sake. Every strategy must be rooted in insight and be right for the business as a whole, making quick decisions just to keep up with the Jones's almost always fail. However when your brand strategy and the experience you deliver to consumers are inextricably linked, you’ll achieve increased demand, greater share of wallet and loyalty levels competitors will envy.
THE PROCESS
In order to really get under the skin of your business, I immerse myself in it and really drill down into it to understand it in real detail, some of the questions I need to understand are:
What is the business and how does it currently make money?
Who are its current, lapsed & potential customers?
Who are your competitors?
What is the current & future product range?
How do you sell currently - web, social, events, mobile, direct marketing, high street stores?
What marketing have you done before - whats worked and what hasn't?
What margins are the products sold at?
What is the financial target for the business – ie what does good look like?
What is the timing plan for the business – when does the marketing camapign need to start and end?
Who is doing it brilliantly out there?
What technology trends are there to be aware of?
Who is your team to deliver the change in your business?
What is your ownership structure - private, public, PE backed?
Is there buy in internally to change or do we need to win hearts and minds?
What is your budget and how do we ensure we can fund your growth appropriately?
What is your vision - exit, merger, float, buy & build, turnaround, MBO?
Once I really understand the business and your objectives, I will create a detail brand blueprint which details exactly what you need to do to get from A to B.
Big ideas mixed with pragmatic business sense to drive your business forward.