What We Do
(and How We Do It)

We don’t have a Magical Proprietary Process^TM. Just an approach grounded in experience and marketing common sense. Usually, it works like this:

1.	Presearch	Background reading, reviewing existing documents and materials, Internet research	A running start
2.	Startup session	Half-day meeting with key players	Build real consensus on objectives and current situation
3.	Stakeholder research	Informal phone interviews with relevant stakeholder constituencies; additional primary research as necessary	Answer important questions about stakeholder perceptions and marketplace conditions
4.	Brand and marketplace audit	Review and analysis of current marketplace products and communications	Identify competitive positions, trends, gaps and opportunities
5.	Positioning development	Preliminary positioning presentation, revisions, final positioning. Includes a “brand architecture,” if applicable	Determine a unique station in the overall marketplace
6.	Marketing communications planning	Development of messaging, media strategy and timing	Get more out of the media budget
7.	Creative development	Presentation and review of creative concepts for production	Develop a creative platform and approved concepts for production
8.	Implementation	Production (writing, design, execution)	Results!
9.	Review	Measurement, follow-up, tinkering	Keep the program on track; adjust to the movements of the marketplace