The Brand Plan Process.
What’s the Idea? uses two primary intelligence gathering tools: 24 Questions, focused on revenue, margin, product and lifecycle (a tool developed in conjunction with AT&T product marketing), and a proprietary battery of Executive and Sales Interviews designed to elicit corporate, brand and competitive insights. In addition, What’s the Idea? uses primary and secondary research, opinion leader interviews, competitive intelligence and consumer attitude research.
Deliverables include a Brand Strategy (brand claim and proof planks, the organizing principle for all work) and a Marketing Communications Plan (market situation, business objectives, strategies, targets and messages, tactics, costs and timing).
Examples of these deliverables are available for review upon request.
The cost for both deliverable ranges from $20,000 – $27,500. Timing is generally 4-6 weeks.