1.) Task: Development of a new positioning as basis for communication strategy
First step - qualitative market research: general consumer and market insights, including current brand awareness/perception; need identification and exploration of typical product experiences
Creative development of alternative positioning directions
Development of concepts with corresponding mood boards
Second phase - qualitative market research: exploration of individual concepts, both verbal and visual
Development of optimal positioning based on research results
Development of a communication plan to penetrate the new positioning.
2.) Task: Development of a name for a new variant
Analysis of the market, the competitive environment and specific category codes as well as brand potentials within the competitive environment
Creative process in several phases to develop alternatives
Name selection under strategic considerations (shortlist)
Qualitative exploration of name alternatives (verbal and visual) in focus groups
Name recommendation
Name registration
3.) Task: Development of an emotional world and brand personality and ensuring each employee embraces these emotions and values
Analysis of brands, market studies and company information
Development of optimal positioning with senior management in a workshop-process consisting of several layers
Development of an internal communication plan with interactive workshops to introduce all employees to the new brand world
Development of training materials and give-aways
Implementation of a pilot workshops
Training of company internal moderators to facilitate all workshops
4.) Task: Qualitative exploration of a brand sound (how a specific brand sounds)
Qualitative research in three target groups: stakeholder interviews within the company, consumer groups/targets, as well as an expert workshop with diverse emphasis
Consumer groups: evaluation of the perception process with specialized questioning techniques, use of association and associative exercises to deepen the conscious and unconscious understanding, check congruence with brand personality
Stakeholder interviews: perception from the perspective of company management - check fit with company and brand
Expert workshop to evaluate the sounds in cultural and international context
Sound-recommendation
5.) Task: Conflict resolution within a department
Detailed analysis of the actual problems and their origin
Problem recognition and development of a resolution concept
Creating understanding of the problem origins and application and implementation of the concept together with the coachees
Guidance to self-recognition in individual and group discussion
Problem management and implementation using individual tools, strengthening of self-reflection
Lasting problem resolution, problem prevention, establishment of communication structures
