PROVOCATIVE INTELLIGENCE™
1. UNDERSTAND THE CONTEXT
Define and understand the target audience:
its wants, needs, desires. Define the offering.
Analyze the competition to find opportunities
for differentiation.
MARKET RESEARCH
POSITIONING
CONCEPT DEVELOPMENT
IDEATION
BRAND EXPANSION
PRODUCT DEVELOPMENT
ADVERTISING
2. DEFINE THE PROMISE
Clearly articulate core values for the brand.
Stake a claim that's relevant and differentiating
for the target audience. Ensure it's credible
and sustainable for the offering.
NAMING
CORPORATE IDENTITY
PRODUCT DEVELOPMENT
3. CREATE THE EXPERIENCE
Deliver the promise through the brand
experience. Integrate every aspect
of the brand expression. Use the power
of design to evoke emotional responses.
BRAND COMMUNICATION
DESIGN
MERCHANDISING
MULTIMEDIA
PACKAGING
ILLUSTRATION