aking Sides?

Questioning again and again on the 3 fundamentals of the brand

for clarity in marketing objectives and how to get there

NA

Putting together the building blocks of the brand by scanning the playing field and other players, target audience, brand vision and personality to finally create a clear brand positioning and subsequently brand extensions in line with the brand architecture

hroughscope

A realistic and objective assessment of the product and a view of what changes are on the horizon (both internally and externally driven) to develop a thorough understanding of the intrinsic characteristics of the brand

rait Marks

Study the traits associated with the brands established through years of advertising or personal interactions, thus determining what the new advertising idea can achieve short-to medium term

ough Nut

Getting inside the consumer’s mind– who he is and what influences his decision to buy a brand

ell Tale Names

Giving a face to the generic consumer, who is otherwise faceless, nameless and passionless. This helps advertising to reflect his attitudes and beliefs.

struction

Reconstruct the boundaries of the brand by

• Identify the Existing
• Destroy the Existing
• Find the Link
• Create the New

rump Card

Seeing the obvious in a different way and closing in on that killer insight – by asking questions the ‘right’ way or a ‘provocative’ way

ight Rope

Handing over the baton to the creative through the most important document in the agency, THE CREATIVE BRIEF. Then the magic begins…