Brand
Building
EW Marketing use a unique process that sits
at the heart of everything the agency does.
The principle is a tried and tested formula
that steers the client/agency team through the brand-building
maze to a results-based destination.
Within it are a range of planning, strategic
and creative models, each developed to get to the heart of
issues, unearth opportunities, develop, innovate and push boundaries,
while always remaining relevant and focused.
For clients, this principle provides logic
in a predominantly creative discipline. Armed with efficient
process, objectives become clearer, and strategy better focused.
Importantly, the process ensures that brand-planning and creative
insight are permanently fused with business goals.
The Brief
Starters Orders. Identifying the objectives. Target audiences
and profiles. Products and services. Methods of communication.
The company proposition. Implications and expectations for
the business. The values at the heart of the brand. The current
outlook for the brand. The market/brand map. Key market opportunities
for the brand. The optimum positioning for the brand.
Creative
The creative delivery of one or more communication routes in
answer to the brief. The opportunity to decide upon the key
themes, tone of voice, visual style, weight and clarity of
message. Concept pre-testing by means of Focus Groups.
Refinement
Listening and responding to the Focus Groups evaluation.
Tactics
Defining all communication tactics, including media planning,
scheduling and budget allocation.
Design
Developing tactics, in detail, through to client sign off.
This could involve additional Focus Group analysis.
Production
All aspects of production from advertising, print, point of
sale and signage.
Implementation
Going to Market.
Evaluation
Measuring results. Research of target audiences to evaluate
changes in perception and behaviour.
Developing the next stage of the brand building exercise. |
