寻找品牌增长的正确起点。

执行董事

客户often tell us that they want to deliver a strategic roadmap that elevates insights and guides their teams to greater success, but they find it challenging to know where to begin.Brand teams can also get derailed by urgent or short-term needs that distract from addressing critical strategies issues.

OurBrand Growth Navigator制定8个将推动品牌增长的战略问题。

But, how does a brand team decide which strategic issue should serve as the foundation to their plan and how will that feed into a roadmap that both drives growth and addresses pressing needs along the way?

Based on our experience, across various industries and competitive circumstances, we have seen that the best approach consists of these four components.

This approach works because it identifies the right starting point for your business and determines how to build from there to create a holistic growth plan.

1. Take Stock
突出从组织最高级别吹捧的优先事项,包括股东大会。与关键品牌,营销和产品成分说明,了解他们的重点是什么 - 他们被要求为本组织实现了什么?虽然这可能是你已经做的事情,并且可能听起来像一个明显的第一步,这是一个不能被忽视的第一步。没有这个阶段,其余步骤变得毫无意义。

2. Review Existing Information
This will help you consolidate what you’ve gathered into a core set of issues that are strategically important to your business. By looking at what information you have, in relation to addressing these issues, you’ll be able to narrow your focus to which strategic needs should form the foundation of your plan.

This approach works because it identifies the right starting point for your business and determines how to build from there to create a holistic growth plan.”

3. Seek External Thinking
Share your thinking with a trusted partner, or two, as a way to expand your perspective on what you need and what is achievable. By stepping back and engaging an impartial, outside point-of-view you will be able to coalesce around the area or areas that are most critical as starting points for your plan. So, who are these trusted partners, agencies, MR Firms, consultants like BCG?

4.建立一个计划
根据您在前三个步骤中发现的内容,承诺为您的计划作为您的计划的基础。在这样做时,只考虑这个基础区域,并将链接与后续区域建立联系,您需要解决。虽然到出起点是必不可少的,但期待对成功同样至关重要。没有战略地区自己生活,因为它们以某种方式相交,因此识别哪些作品将是有意义的,因为步骤2,3,4等是必不可少的。

Identifying Growth Starting Point:
技术案例研究

这是我们如何引导技术公司识别增长的正确起点的一个例子:

Step 1: Take Stock

  • Through discussions with leadership, along with priorities laid out by their CEO, the brand team determined that the company was putting a priority on driving acquisition for one of their services.
  • Through deeper discussions with stakeholders, the brand team came to understand that the need stemmed from low retention rates for this service. That realization helped the team settle on the fact that strategic guidance was necessary to help them boost retention and drive acquisition.

步骤2:检查现有的信息

  • The brand team first looked at initiatives the insights team had recently put in place that could relate to the issue of driving acquisition.
  • Both the completed work and the new work in process would help guide the team strategically. For instance, there was feature development and prioritization work that could be used to help guide decisions around what the service could deliver to better meet needs and, therefore, drive acquisition.
  • This assessment made it clear that Innovation/Product Development could be taken off the table as a strategic need.

Step 3: Seek External Thinking

  • 在这一点上,品牌团队来到半径,分享有关需要的更多信息以及他们所存在的空白。
  • We brainstormed around what issues the brand team might want to tackle.
  • We identified a core priority as being analyzing the Customer Journey, recognizing that becoming clearer on the path to acquiring and switching services would be an important starting point for identifying strategic opportunities.

Step 4: Build a Plan, with Customer Journey as the Foundation

  • Together with the brand team, we devised a plan that started with Customer Journey as the foundation but wove together other strategic areas that could be addressed in conjunction with the focus on Customer Journey. So, even though Customer Journey was the foundational need, it was clear that other things could be addressed as we explored the Journey.
  • Using the Brand Growth Navigator framework, we knew we could easily build in Targeting Strategy to help them more precisely implement acquisition and retention strategies identified in the Journey work. We also found a way to tie in Market Landscape, as there would be a need to connect drivers of selection and differentiation to any efforts they put in place for retention/acquisition.

This structured, comprehensive approach to strategic planning can lead to the right starting point and, critically, build a roadmap for brand growth.”

结果呢?
品牌团队能够确定领先的战略需求,以及逻辑源于这个起点的辅助战略需求。它意味着一个更全面的路线图,具有清晰,有意义的基础,在客户旅程中建立在其他问题中。结果是,该品牌将能够为他的团队提供真正的战略计划,以解决即时需求以及未来的推动增长。

This structured, comprehensive approach to strategic planning can lead to the right starting point and, critically, build a roadmap for brand growth.

Want to discuss finding the right strategic point for your brand growth?

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