How to Build an Effective Brand Positioning Statement

September 29, 2015

A Brand is the sum of all communications and experiences received by the consumer and customer, resulting in a distinct image based on perceived emotional and functional benefits delivered by your product or service. A brands preference is primarily built through differentiation and relevance which must be captured and articulated within the Brand Positioning Statement. […]

5 Steps for Effective Creative Review

September 15, 2015

Bring Your “Big Idea” to Life The options for communicating with your Primary Target Audience have expanded significantly with Digital and Social Media. Yet the way in which we evaluate the creative content of the message directed at the target remains notably consistent.   These 5 steps for Effective Creative Review will significantly improve the […]

The Annual Brand Plan Process – Three Distinct Touch Points of Planning

July 28, 2015

The Annual Brand Plan is the roadmap that guides all strategic and executional activity on the Brand during the upcoming fiscal year.  To be effective, the Brand Plan must clearly identify who the target audience is to focus on, what is to occur during key drive periods throughout the year, and why the activity is […]

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