Brand DNA describes brand dynamics.

Consumer Insight describes market dynamics.

Visioneering is the process of clarifying corporate dynamics.


What is the strategic role of the brand within the company’s portfolio?

Does it play a competitive role?  A complementary role?  What about distribution and sales?


What is the brand ambition?

What are the challenges in realizing this ambition?

What commitments does the corporation need to make?

Is it willing to make them?


What does success look like?

What are the performance metrics?


This step is essential in ensuring that brand strategy fits within the overall corporate strategy.


Visioneering is usually done through interviews and workshops with top management, marketing and all other stakeholders who have a direct bearing and influence on the brand’s role within the corporation.


PHASE ONE

PHASE TWO

PHASE THREE

PHASE ONE

BRAND DNA, CONSUMER INSIGHTS, VISIONEERING

BRAND DNAbrand-dna.html
CONSUMER INSIGHTSconsumer-insights.html
VISIONEERING
BRAND ARCHITECTUREbrand-architecture.html
IMAGINATION WORKSHOPBrand-Workshop.html
STRATEGIC BRAND MANUALstrategic-brand-manual.html
consumer-insights.html
brand-dna.html
PETER IN BRIEF
Peter-Economides-Resume.html
A TYPICAL PROJECT
Branding-Model.html
IT’S NOT EASY
TO BE EASY
easy-forex.html
YOU WILL ALWAYS FIND WHAT YOU ARE LOOKING FOR
xe-relaunch.html
IT TAKES IMAGINATION
Audi-A2-Imagination.html
IT’S TIME TO IMAGINE THE FUTURE
greece-vision.html
STOP
PHILOSOPHIZING
Stop-Philosophizing.html
THE LIMASSOL
BRANDING PROJECTLimassol-Branding-Project.html
THE WORLD
NEEDS APPLEhttp://petereconomides.posterous.com/the-world-needs-apple