Research brief, customers, non-customers, competition, non-competition, value, experience, customer's decision processes
parsing of research findings using proprietary tools, designing brand personality, specifications of market offerings, strategic implications
competency analysis, decision on positioning, defining class, experience and communities, business process alignment
Contribution margin, promotion and publicity expenses, volatility in earnings. ongoing analysis of brand metrics, corrective actions
Themes, artists', impressions, concept detailing, specifications, design, prototyping, testing Objectives, media mix, concept development, creative briefs, design of corporate identity, logo, annual reports, websites, brochures, presentations, exhibition stalls, mailers, outdoor publicity, point of sale material, mementos, events &; contests