Once the brand has been evaluated, positioned and differentiated; it can now proceed to planning. Brand Planning includes the strategic and necessary next steps in order to create Return On Marketing (ROM) value. Brand Planning will entail a 12-48 month scope of brand activities, presented as a Marketing Action Plan (MAP) with accompanying marketing, objectives, pre-strategy, strategy and specific tactics in order to develop, deliver and implement brand resulting in a successful and sustaining contagion brand launch.
To plan a proper activation we must know why people buy through a closer evaluation of your target’s Purchase Intent Drivers, which ultimately determines the effectiveness of your positional differentiation. The key to a successful brand strategy is determined by each potential participant’s complete understanding and committed engagement toward your market position.
At Circone & Associates we believe that the most effective brands bring together their brand architecture in a way that exploits the consumer’s purchase intent drivers at every emotional touch point, striving for what we call the Premiumisation of Preference. Brand Planning married to both a Purchase Intent Driver Matrix and Marketing Action Plan simply engages and elevates the brand proposition by capturing the hearts and minds of the intended audience.
Our goal: Plan brand activation for the ultimate differentiation called preference – or stated emotionally, love.
Brand Planning can include some or all of the following:
- Social Media
- Lifestyle Community Convergence
- Brand Distribution/Disbursement
- Capabilities Brochure
- Corporate ID
- Interactive New Media
- Direct Selling via Positional Differentiation
- Co-op Marketing
- Bundling/Piggy Back
- Advertising Campaigns
- Public Relations Campaigns
- Partnership Development