Our process: Step 1

There are two objectives for our first phase of work: thoroughly assess the current state of the client’s business and arrive at a competitive, sustainable positioning strategy. To structure our research throughout this phase, we use a proven methodology to assess the three forces that impact every brand.

Current state assessment
The first input into the V | C | I framework is comprehensive primary and secondary research, which includes the following activities:

TO POPULATE THE VISION AND CULTURE PIECES

  • Interviews with internal leadership and employees throughout the organization. Our goal is to measure the understanding and alignment around the organization’s vision, and the degree of employee engagement toward achieving it
  • Review of employee satisfaction data

TO POPULATE THE IMAGE PIECE

  • Review of existing consumer awareness and perception studies
  • Review of market share data by geography, audience segment, and product line
  • Interviews with current customers and prospects in the target markets

TO UNDERSTAND THE CLIENT’S CURRENT BUSINESS CONTEXT

  • Review of business plans and marketing plans, including budgets and media allocations
  • Analysis of key competitors
 Brand summit
Upon conclusion of the research activities in the current state assessment, which are done concurrently, we conduct the brand summit, a core component of Remedy’s brand development process. Facilitated by senior Remedy staff, this daylong session brings together representatives throughout the client organization for small- and large-group dialogue designed to generate additional insight into the desired vision, culture, and image for the organization. The brand summit is held at an offsite location away from distractions, allowing our clients to focus completely on critical strategic issues impacting the future of their brand.

Research report
Remedy synthesizes the input from the Brand Summit along with findings from the entire Phase I research process and develops a final report — the first major presentation of the client engagement. Report content includes:

  • Synthesized findings and implications from all Phase I research
  • Potential positioning platforms: a summary of the brand strategy that serves as a compass for all operational and marketing decisions that will impact the brand
  • Operational implications associated with each of the positioning platforms

Next step
Vision, culture, image