Build an inside-out perspective on existing brand.
Our first step is to establish an inside-out view of the company through cross-functional interviews with both internal leadership and frontline personnel. We need to understand:
- Current state of the business – goals, performance, etc.
- Marketing execution, especially as it pertains to brand execution
- Perceived strengths and weaknesses vs competition
- Internal perception of issues and opportunities
With this information in hand, we’re able to identify information gaps and establish baseline brand and marketing assumptions. Now we need to see how those internal assumptions match with external perceptions.