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April 24, 2013

Clarifying Brand Strategy

Clarifying brand strategy involves both methodical examination and strategic imagination. It’s not unlike looking into a microscope with one eye and a telescope with the other. This phase is about analysis, discovery, synthesis, simplicity and clarity. This combination of rational thinking and creative intelligence characterizes the best strategies, which go where others have not. All the learnings from the corporate and competitive audits and customer insights are distilled into a unifying idea and a positioning strategy. Agreement is solidified about target markets, competitive advantage, brand core values, brand attributes, and project goals. More often than not, the definitions of the problem and its challenges have evolved. Although many companies have their values and attributes in place, they may not have taken the time to articulate and refine them or to share them beyond an offsite management retreat. The role of the consultant/brand specialist here is to identify, articulate, illuminate, weave and play back the possibilities.