PROPAGANDA WORKSHOP

Brand Discovery

1. Immersion

-Internal audit

-market mapping

Client sector audit

Review potential target markets

-digital 

2. Insight

• hypothesis development

Proposition headline and narrative development

• Qualitative research

Current/lapsed customers

Prospective customers

Stakeholders

Industry influencers

Quantitate research

• customer/prospect survey

3. Brand Development

• Brand positioning 

Compelling

Differentiating

Future-focused

Single minded

Credible

• Brand Articulation

Brand name

Bram narrative

Tone of voice

Look and feel

4. Strategy

-marketing strategy

12-18 month roadmap of marketing activity and tactics

• debrief to include

Insights

Brand proposition

Brand articulation

strategic recommendations 

Three ways for a brand to grow:

• Acquisition (attract new customers)
• Frequency (increase regularity of purchase)
• Average weight purchase (increase number of products purchased)

Prepare and perfect, create a clear strategy 

Continous innovation eg Tangle Teezer

1- Seasonal and gifting eg/ gift sets and seasonal limited edition brushes

2- brand collaboration 

3- development of new products 

The two most relevant are Acquisition and AWP