notes - propaganda talk

propaganda talk - brand strategy

-building brands and transforming their fortunes

starting point: brand discovery
1.immersion = understand the business. internal audit, marketing mapping, digital
2.insight = understand opportunity, hypothesis development, qualitative research, quantitative research
3.brand development = define the brand, brands positioning, brand articulation
4.strategy = define the plan, marketing strategy, brief to include

case studies:
GHD
illamasqua
Ann Summers
Tangle Teezer
Gym King
Loyalti

brands to grow
1.acquisition- new customers
2.frequency - increase regularity of purchase
3.average of weight in purchase - increase number of products of purchased

brand requirements
-identity & assets
-packaging
-distribution communication
-website
-education
-sales strategy and support
-channel branding