Strategy and consulting.
I define what the brand stands for, who it is for, and where it competes. Then I set the marketing plan that follows from it, covering which audiences come first, what each needs to believe, which channels carry the message, and how success is measured.
What it covers.
Brand positioning
Agreeing the category you compete in, the audience you serve first, and the difference that matters to them.
Brand architecture and naming
How products, services, and sub-brands relate to each other, and what they are called.
Audience and market research
Mapping the market, the competition, and the people you need to reach before anything is decided.
Go-to-market planning
Sequencing a launch, a category entry, or a move into a new market, with the messages and channels for each stage.
Measurement
Agreeing what success looks like before the work starts, and the signals worth tracking.