Jackson Marketing Group utilizes a brand optimization approach we call Customer-Focused Integrated Branding (CFIB). This discipline helps clients better understand and sharpen the relevancy of brands...not only to be more effective in the marketplace, but also to be better understood and supported by their associates.
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This process starts with a review and analysis of:
- Our client's vision, mission, values and business plans.
- Our client's and competitors' service or product offerings, distribution channels, target market profiles, internal/external communications strategies and the overall business environment.
- How category brands are positioned, their imagery, associations, tonality and saliency. We also try to evaluate how effectively each competitor delivers on their respective brand promise internally and externally.
- Available primary and secondary market research. As part of this process, we attempt to identify knowledge gaps that could have a critical impact on the success of future communication programs. This may lead to a recommendation for additional market research, depending on the significance of the issue(s) identified.
From this comprehensive analysis, we draw implications and formalize an overall brand strategy document we call a Brand Value Summary. This document becomes the foundation for all internal and external branding behavior and communication activities.