Before arriving at the “Big Idea,” a brand needs to align on these three categories: the product, the culture, and the business. Only then can the creative team begin concepting around how to bring products or ideas to life. Here are some of the things I prompt clients to consider when helping them get to that big idea in a strategic (efficient) way:
Differentiators / Product Benefits
What products are coming? What’s new? What’s classic? What makes you unique?
Consumer / Industry Trends
Who are your consumers? What are your competitors doing? What role does your brand play in culture? And more importantly, what’s happening in society and what role does it play in your brand’s evolution?
KPI’s / Merchandising / Distribution Planning
What’s at stake for the business? What are your short and long term goals? Where’s the product being sold and what’s it being sold with?
Brands can fall into a vicious spin cycle when it comes to strategizing how to bring products to market. Keeping the consumer at the center helps to direct and align all touchpoints of the brand. This is a brief overview of my approach to bringing brands into a healthier cycle.