Brand playbook: from purpose and positioning to principles for innovation and comms
Carving out a unique, ownable brand purpose we develop a north star strategy that the business can rally behind and that also builds the investment case for the brand.
We run an empirical process that starts with a 360 analysis of the brand, consumer, category, market dynamics, business culture and capabilities.
Taking all the data we build the potential futures for the brand and test these with consumers in qualitative focus groups run by our strategists and using a unique take on adcept research and discourse analysis.
From there our Breakthrough sessions bring together global teams and multiple disciplines to collaboratively align on and define the strongest opportunity areas for the brand, grounded in consumer insight and the culmination of data and evidence to date.
We craft the positioning and validate this with consumers in-market, before building your North Star Strategy and Positioning Play Book with a strong commercial case behind it.
The outcome is a Brand Purpose and Positioning with a Manifesto, Implementation Principles across everything from communication to innovation – and a briefing to all your agency partners on what this means for execution. We are able to run the full process online via our own virtual collaboration tool suite: In-Virtue.
Concept development and testing
Strategic innovation leads to successful, sustainable growth.
We help brands create, validate, sharpen and refine innovation concepts to ensure market-leading innovations. We work with R&D to ensure they are feasible and grounded in your technical capabilities now and in the future; create and test with consumers to understand the nuances of what works and how it can be credible for the brand to launch as well as creating word-perfect articulations; and bring key stakeholders on the journey to ensure understanding, adoption and ownership of the final concepts.
We have experience in 60 markets and can run consumer groups both in person or online, using our online virtual collaboration tool In-Virtue.
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BIG Transform has not received any endorsements.