Page 45 - LittleBookofPositioning_KB_DIGI

Develop
Positioning Positioning Brand Workflow Communications

timeline 4 Weeks Workflow • Brand strategy Workflow
• Brand indentity
• Positioning
• Target audiences
• Communications
statement
brief &
strategy
• Value
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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