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The Brand is the Business is the Brand Developing a totally integrated, customer focused business model

80 C UMBERLAND S TREET • 1503 •  T ORONTO • M5R 3V1 ( 416) 967. 3337  •  FAX (647) 967‐ 2728  •  WWW . PROTEANSTRATEGIES . COM


What it looks like

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The Actualized Business Model

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Deconstructed

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Brand Trinity

Brand Trinity

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Business Strategy Alignment

Information Inputs

Brand description Brand position:

Company Mission Vision Heritage Values Competence B i Business needs d

Target Frame of reference Relevant differentiated experience

Business strategy

5 Year strategic plan

Brand promise

Category Insights Competitive frame of reference Trends and fads U&A insights Product insights

Consumer Insights Demographics Psychographics Attitudes and values Previous brand history Competitive landscape

What the brand stand for in relation to the consumer

BRAND ESSENCE

Communication strategy

Brand reward The benefit the consumer gets from engaging with the brand

Brand personality Tone of voice Values Character

Operations strategy

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Annual business p plan


Communication Platform Development

Brand awareness

Information Inputs

The creative expression of the brand essence that defines the context for brand and product advertising

Brand description

Company Mission Vision Heritage Values Competence Business needs

Brand position: Target Frame of reference Relevant differentiated experience

Communication Platform

Business strategy

Brand promise

Category Insights Competitive frame of reference Trends and fads U&A insights Product insights

Consumer Insights Demographics Psychographics Attitudes and values Previous brand history Competitive landscape

What the brand stand for in relation to the consumer

BRAND ESSENCE SS C

Product related consumer insights

Product insights

Communication strategy

Brand reward

Creative platform

The benefit the consumer gets from engaging with the brand Creative brief Brand personality Tone of voice Values Character

Operations strategy Product and tactical communication

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Business Process and Operational Alignment

Information Inputs

Brand description

Company Mission Vision Heritage Values Competence Business needs

Brand position: Target Frame of reference Relevant differentiated experience

Business strategy

Process Alignment plan

Brand promise

Category Insights Competitive frame of reference Trends and fads U&A insights Product insights

Consumer Insights Demographics Psychographics Attitudes and values Previous brand history Competitive landscape

Customer Odyssey analysis

What the brand stand for in relation to the consumer

BRAND ESSENCE

Communication strategy

Brand reward The benefit the consumer gets from engaging with the brand

Path to Purchase analysis

Brand personality Tone of voice Values Character

Operations strategy

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Operational Process alignment

Building an actualized organization  

Developing a totally integrated, customer focused business model

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