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Develop
                 Positioning                                         Positioning    Brand Workflow  Communications

                 timeline                                         4 Weeks  Workflow  •  Brand strategy  Workflow
                                                                                    •  Brand indentity
                                                                     •  Positioning
                                                                                                    •  Target audiences
                                                                                                    •  Communications
                                                                      statement
                                                                                     brief &
                                                                     •  Value
                                                                                                     strategy
                                                                                     development
                                                                      proposition(s)  •  Brand image   •  Creative brief
                                                                     • Define offering  development  •  Develop core
                                                                     • Messaging    •  Branding naming   contents
                                                                                     development
                                                                  1 Week      Convergence & Consensus (Workshop 2)
                     Orientation & Preparation
                                                                                       Finalise
           •  Review plan    • Market context  • Review brand context
            & strategy  •  Market      •  Review positioning,
        2 Weeks  •  Review    •  Customer    •  Review competitor    Positioning    Brand Workflow  Communications
                        insight/research
                                        brand & MarCom
                                                                                    •  Finalised brand
            contributed
                                                                                                    Workflow
                                                                     Workflow
                                                                                     strategy
            businesses &
                        insight/research
                                                                     •  Finalised
                                                                                                    •  Finalised
            technology    •  Competitor offering    positining, branding    8 Weeks  positioning  •  Brand identity   concepts
                                        & MarCom
            plans       analysis & research  •  Review contributing   •  Finalised value   guidelines  •  Produce launch
                                        business positioning          proposition   •  Finalised     deliverables
                                        & messaging                  •  Finalised offering  identity toolkit  • MarCom plan
                                                                     •  Finalised   •  Brand management
                                                                      messaging      strategy
        1 Week      Exploration & Divergence (Workshop 1)
                                                                  1 Week              Day #1 Launch
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