The Brand is the Business is the Brand Developing a totally integrated, customer focused business model
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What it looks like
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The Actualized Business Model
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Deconstructed
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Brand Trinity
Brand Trinity
Page 5
Business Strategy Alignment
Information Inputs
Brand description Brand position:
Company Mission Vision Heritage Values Competence B i Business needs d
Target Frame of reference Relevant differentiated experience
Business strategy
5 Year strategic plan
Brand promise
Category Insights Competitive frame of reference Trends and fads U&A insights Product insights
Consumer Insights Demographics Psychographics Attitudes and values Previous brand history Competitive landscape
What the brand stand for in relation to the consumer
BRAND ESSENCE
Communication strategy
Brand reward The benefit the consumer gets from engaging with the brand
Brand personality Tone of voice Values Character
Operations strategy
Page 6
Annual business p plan
Communication Platform Development
Brand awareness
Information Inputs
The creative expression of the brand essence that defines the context for brand and product advertising
Brand description
Company Mission Vision Heritage Values Competence Business needs
Brand position: Target Frame of reference Relevant differentiated experience
Communication Platform
Business strategy
Brand promise
Category Insights Competitive frame of reference Trends and fads U&A insights Product insights
Consumer Insights Demographics Psychographics Attitudes and values Previous brand history Competitive landscape
What the brand stand for in relation to the consumer
BRAND ESSENCE SS C
Product related consumer insights
Product insights
Communication strategy
Brand reward
Creative platform
The benefit the consumer gets from engaging with the brand Creative brief Brand personality Tone of voice Values Character
Operations strategy Product and tactical communication
Page 7
Business Process and Operational Alignment
Information Inputs
Brand description
Company Mission Vision Heritage Values Competence Business needs
Brand position: Target Frame of reference Relevant differentiated experience
Business strategy
Process Alignment plan
Brand promise
Category Insights Competitive frame of reference Trends and fads U&A insights Product insights
Consumer Insights Demographics Psychographics Attitudes and values Previous brand history Competitive landscape
Customer Odyssey analysis
What the brand stand for in relation to the consumer
BRAND ESSENCE
Communication strategy
Brand reward The benefit the consumer gets from engaging with the brand
Path to Purchase analysis
Brand personality Tone of voice Values Character
Operations strategy
Page 8
Operational Process alignment