10 Steps to Building Great Brands

1. Complete a robust Category and Brand Analysis

2. Achieve a thorough understanding of the Brand’s Target Consumer

3. Discover a compelling Consumer Insight to guide all strategic business         decisions

4. Understand the true Drivers for generating desired business results

5. Develop a Brand Strategy that identifies the Consumer Behavior to be            influenced

6. Create a differentiated Brand Architecture/Positioning Statement

7. Ensure Consumer Communication is consistent with the Brand’s Equity/       Strategy

8. Create Integrated Execution Plans that connect with the Target Consumer

9. Build Sales Force Partnerships to ensure alignment against Brand needs

10. Achieve Financial Goals by consistently delivering on all business metrics

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