Four, straightforward steps activated through co-creation that enable logical decision making.
Capturing stakeholder’s perspectives of the current state including, the organization’s core competencies, brand, consumers and competitors. VENN supplements these findings with classic qualitative and quantitative consumer and market research which yield insights and implications for growth.
Development of hypotheses based on combinations of the variables identified in the investigation phase to yield distinct growth scenarios that are evaluated through multiple lenses: consumer/brand, market/competitor, financial, and operational.
Formulation of competitive strategy and strategic positioning, including recommendations of the most viable, feasible and impactful direction for the brand and the business.
Bringing the strategy to life and moving the organization forward through the development of detailed action plans that prioritize and sequence projects, create forecasts, map timing of key initiatives for execution and achievement of specific goals.
OUR FULL SERVICE OFFER
INISIGHTS & IMPLICATIONS
CUSTOMER EXPERIENCE MAPPING
NAMING & BRAND ARCHITECTURE
BRAND DUE DILIGENCE
NEW PRODUCT DEVELOPMENT & LAUNCH
INNOVATION COMPETENCY BUILDING
EXECUTIVE EDUCATION, TRAINING & PRESENTATIONS
Four modular services which begin as blue sky ideas and culminate in a strategy for evergreen growth. Delivered in as few as 16 -20 weeks total.
INSIGHTS & IMPLICATIONS
Utilizing our proprietary Vision AssessmentSM tool we collect and analyze primary and secondary research, qualitative and quantitative data, and conduct an inductive exploration of four inputs:
- FUTURE FORESIGHTS (macro-trends)
- CONSUMER INSIGHTS (voice of the customer)
- CORE COMPETENCIES (internal capabilities)
- MARKET DYNAMICS (competitive analysis)
The result is a synthesis of key findings and implications of these influences on the brand and the business.
Timing : 4 Weeks
Utilizing the insights and implications, we formulate top-level hypotheses for growth, Including identification of the:
- “WHY”- the business rational
- “WHO” –the target consumer, including demographic and psychographic profiles
- “WHAT” – product and services, including SKU rationalization
- “WHERE” – geographies and regions
- “HOW” – the go-to-market strategy including distribution and channel strategies.
Includes estimated market size and share, and a financial analysis of the scenarios based upon assumptions formulated with the client. Detailed “Scenario Dashboards” and “Scenario Portraits” bring each option to life, enabling detailed comparison and consideration. Options are evaluated for viability and impact. Key recommendations are also provided.
TIMING: 4-6 Weeks
Following the selection of a specific growth scenario, we employ our proprietary Brand Positioning ModelSM to identify and document:
- BRAND BELIEFS - 5-6 values cascading order from most, to least global
- MISSION - purpose
- VISION – goals
- PERSONALITY – 5-6 action oriented adjectives describing the brand as a human
- STORY – brand manifesto, or consumer experience
- Core Brand Positioning Statement – 3-5 word precursor to a tagline.
Results in a positioning which can be presented on a single page and which every stakeholder can intuitively understand, embrace and apply.
Timing: 4 weeks
Achieving the growth goals laid out in any scenario requires more than just a Go-to-Market Strategy. We provide a detailed, “bottom-up” formulation of the growth trajectory that spells out specific projects and investments required to migrate the organization to its desired strategic goals and brand position. Additionally, we also help organizations plan the consumer facing aspects of the plan.
We assess the trade-offs between operational challenges financial costs and revenue growth to execute the growth strategy. Potential deliverables may include, a detailed customer segmentation, organizational/ talent plan and financial plan forecast and budget.
Timing: 4-16 weeks