Who are stakeholders?
Seizing every opportunity to build brand champions requires identifying the constituencies that affect success. Reputation and goodwill extend far beyond a brand’s target customers. Employees are now called “internal customers” because their power is far-reaching. Gaining insight into stakeholder characteristics, behavior, needs, and perceptions yields a high return.
Uncover opinions and biases from a variety of stakeholders to inform positioning and achieve meaningful differentiation.
Brand is not what you say it is. It’s what they say it is. Marty Neumeier The Brand Gap
Ann Willoughby President and Chief Innovation Officer Willoughby Design
Consumers are becoming co-creators. Competitors are becoming collaborators. Karl Heiselman CEO Wolff Olins
Willoughby Design designed a deck of cards for their brand workshops. A typical exercise might be, “Find a picture that represents a key stakeholder and tell us what matters most to them.” Participants must fully understand the role they are playing.
Persona Cards: Willoughby Design
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