We feature a series of user-based best practice strategy tools that help teams work through key marketing, innovation, brand or communication planning decisions. Each of the over 50 proprietary tools can be customized to the task, creatively sequenced to the project and used by one or two people or as many as thirty. Some tools examples:
“The Diagnostic Tool” — A diagnostic tool to help translate the most frequently occurring client business “symptoms” into actionable marketing consumer problems and solution areas.
“The Decision Path Tool” — Provides a detailed point by point “backbone” analysis of the most typical consumer decision-making behavior and its most critical junctures among core sources of business that marketing must address.
“The Human Motivation Tool” — A perspective on the category, competition and client brand through the lens of universal consumer motivations – what powerful desire can we tap that nobody else is?
“The Simplifying Complex Subjects Tool” — A graphic, highly descriptive means through which to understand and depict the essence of the competition, core properties of the category and the latent/actual equities of our client’s brand.
“The Competitive Decision Criteria Tool” — Consumer perceptual mapping that analyzes how consumers actually understand competition in the category how they truly separate choices and where future market momentum and positioning space can be created.
“The Applying Trend Tool” — Quickly scans and filters the current cultural landscape for trends, changes and forces that will have the most profound and widespread impacts on the category, brand and business.
“The Role Model and Relationships Tool” — A look at the category and client brand in terms of the archetypal roles represented in the marketplace and what new “brand characters” it may be possible to create/assume.
“The Central Tasking Tool” — A technique through which to reconcile problem-biased analysis, hypothesis and due diligence into one, super-ordinate consumer change objective and marketing compass point for the entire enterprise.
“The Proposition Areas Tool” — Auditing and prioritizing the equity and positioning possibilities of a brand across 9 perennially occurring equity territories such as attribute, club, role or attitude etc.
“The Dissatisfactions Tool” — A means to culturally analyze and express a positioning intent against an external source of consumer dissatisfaction, e.g. other users in the category, the category leader, or even the category itself.
“The Identity Crisis Resolution Tool” — Creates positioning ideas that relieve the internal personal identity tensions of a specific audience – ideas that close the gap between who we’d like to be and who we know we really are.
“The Brand Logic Link Tool” — A framework through which to pressure test the strategic logic of the brand’s desired positioning by linking intent with source of competitiveness, meaningful differentiation, and cultural resonance.
“The Idea Fluency Tool” — A means through which to summarize and link the proprietary stimulus elements of the brand’s Idea with its most important, differentiated and meaning (positioning) response elements
“The Resource Allocation Tool” — A second examination of the purchase decision to begin to allocate priorities, resources and more specific communication tasks, informed by consumer media measurement and analysis.
“The Actionable Target Tool” — A close-up view of the specific mindsets and behaviors of consumers at the most critical decision junctures –what’s the most addressable, important and “open” aspect of our consumer, when and why?
“The Desired Response Tool” — A framework to understand and define the most critical consumer response from communication at critical junctures- what must happen/change as a result of communication, contact, or dialogue?
“The Media Benefits Tool” — Adopts and leverages an entirely different consumer view of the conscious or subliminal benefits inherent in all media to create new content/context priorities, ideas and possibilities.
“The Network Tool” — A technique that enables a brand to leverage its idea within the ever more important realm of real and virtual social networking. How, when, where can our brand create community and why?
“The Media Creation Tool”— A tool that helps teams to imagine proprietary new media, context and engagement venues and experiences that are directly inspired by elements of the Idea itself – the Idea “mediarized”
“The Localization Tool” — Optimizes the ability of local teams to adapt global ideasidea to tap important, local cultural differences and meaning – a cultural localization that boosts rather than loses the core of the Idea.
“The Movement Tool” — Enables teams to explore the potential of “movement marketing” by drawing analogies with the anthropology and development of significant social, political and religious movements and cults to create brand “tribes” and herds.
“The Integrated Planning Organization Tool” — A unique campaign management tool that helps planners to architect and design the narrative of an Idea and its discovery, dissemination and distribution in more subtle, logical and relevant “chapters”, acts and plot structures.