Our D.E.E.P. Process
The D.E.E.P. process incorporates four phases to develop a Brand ANCHOR and an ANCHORED Positioning.
DIAGNOSE
The DIAGNOSE step will first assess the clarity of the brand value proposition as it exists today.
The final step will assess the brand value proposition based on level of distinction, strategic efficacy, and degree of consistency in tactical execution.
EXPLORE
The EXPLORE step synthesizes key insights that map to specific opportunity frames for consideration to influence the final Brand ANCHOR.
An Opportunity Frame summarizes the market opportunity across key marketplace components.
ESTABLISH
The ESTABLISH step develops the Brand ANCHOR to bolster the brand Value Proposition.
To establish a Brand ANCHOR, a Brand Identity is created to articulate why the brand exists, who the brand is, and what benefits the brand provides.
The Brand CORE and PROMISE are outputs of a well-defined Brand Identity and form the Brand ANCHOR.
POSITION
Once a brand is ANCHORED, the creation of a strategic Consumer Target and a robust Market Analysis are key inputs into developing a distinct Positioning.