1. We gather information
  • Perceptions about your brand, product or service that customers feel but
- may not want to tell you
• Insights into customers’ current, future and past
• Competition: the obvious, obscure, indirect and "the sleepers"
  2. We assess opportunities
  • Identify insights that can be exploited
• Clarify any misconceptions
  3. We set brand objectives
  • Create brand's promise
• Set clear communications objectives
• Define a demonstrable point of difference
• Develop communication briefs that integrate the brand experience across
- all customer touch points
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