Services
BrandWeb Intensive
The BrandWeb Intensive includes 4 stages to achieve your results:
1. Converge
2.
Knowledge Building
3.
Innovation
4.
Action
At each stage, we leverage the components that are critical to your business success: your brand, your customer, your organization, and your market.
Stage 1: Converge
Your team achieves focus on where you are today and where you want to be. According to your specific issue, we may emphasize one or more of four components: your brand, your customer, your organization, and your market. (For example, you may be aware that your brand struggles harder for market share than competitive products. So, during this stage our work may focus more heavily on developing your brand identity).
What We Do
We first discuss your issues and goals. Then, we design an intensive session for your team or stakeholders that might range from a half-day to 2 days. All team members or key stakeholders participate in this session to maximize creative thinking and rapidly build commitment to action.
Results
• Clarity and agreement on your problem
and desired solution.
• Focused brand identity, including the completion of a short description of your business positioning.
• List of the critical knowledge you need about your customer,
your market, and your brand to grow your business to a new
level.
• Boost in your team’s energy and commitment to build the business.
Stage 2: Knowledge Building
Businesses are awash in data today. Knowledge doesn't differentiate your business from your competition; innovative insights do. I don’t advocate collecting ‘nice-to-know’ data. Together, we do pinpoint the knowledge you need to accelerate your actions.
What We Do
Our goal is to make sure you know what really drives your customers to purchase, the most powerful way to stand out from your competition, and how your organization supports your brand.
If you’re missing strategic information, we design research that delivers what you need within your budget.
I then work with your team to draw real, usable insights from the information, so you can make decisions that will have the most impact for the least investment.
Typically, we will tap into existing information, such as your past market research or web-based information on your competitors, and may conduct custom research. I have 20+ years experience in qualitative and quantitative research methods to help organizations get from new product concepts through sustaining the business.
Results
You will learn:
• What motivates your customers to buy
• How you should differentiate your products or services from those of your competitors
• Which organization skills and values you can leverage to boost the power of your brand.
Stage 3: Innovation
Enduring brands link their organization’s abilities to what is most compelling for their customers and unique within the market. According to your overall objectives, this stage will focus on breathing life into your brand and/or working toward new product development.
In both directions, we fuse your knowledge of the four components (brand, customer, organization, and market) to your product direction. You produce a clear path for your business and marketing plans to reach the goal. Depending on your specific issue, this stage may include follow-up research to confirm customer reactions to your direction.
What We Do
To hone your brand, we may conduct a second Intensive session. During this session, your team quickly reviews and synthesizes the information on your customers, your company, and your market. If it fits your overall objectives, the group may create an emotion and image-based description of your brand. This description serves as a basis for advertising, new product concepts, and communication inside your organization.
If your goal is to develop new products, we will follow the brand work with an assessment of your market opportunities, integration of the market situation with your brand, and ideation.
The participants finish by creating action plans for launching the changes.
Results
• Focused action plans for increasing growth based on customer and market insight
• Clear brand identity to mobilize employee support
• Creative direction for your advertising and promotion
• New product ideas and path for development (if an objective).
Stage 4: Action
You design and execute the right message, using the best media, and deliver with impact over time. The key to this stage is consistency - in linking your new focus to all of your actions that touch your customers, then sustaining the effort.
What We Do
We help you lay out plans for infusing your organization with your new perspective. Then, we help you design ways to track your progress in your market and adjust your actions. A typical plan might include steps to communicate your revised customer strategy within your company. Also, we will help you identify the best ways to measure your progress with customers and within your market.
Results
• 12-month plan for implementing your brand changes
• Path for introducing and sustaining the changes internally among employees
• Identify metrics for monitoring your progress, with designs for tracking among customers, your industry, and your employees
• Four quarterly follow-up strategy sessions with Cogentis to identify any adjustments.
I have learned that no answer exists that works for everybody all of the time in one easy step. Solutions must take into account your unique objectives, market, brand identity, customers, human capacities – and your budget.
So, tell me about your situation by contacting us by e-mail or by calling 425.688.1125.
Next >> Read about our solutions to other problems here or return to the main services page.
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