How can BC&P help make your marketing more effective? By enabling you to find your BRAND DIFFERENCE. That's what makes you special, unique, the best and only place customers can get your BRAND of products or services. We do it through 'Turning The Telescope', our trademarked Brand Development process that uses a unique combination of analytical assessment and focused creativity.

Here's what Brand Development does for you:

Differentiation

Separates you from the competition. It conveys the compelling reason why customers should do business with you.

Value

A strong brand is perceived to have a higher value than "brand X." You can charge more and give away less. Research proves it.

Loyalty

Customers are brand loyal, even when the cost is higher. It's up to you to build in that loyalty and back it up with value.

Image

A strong brand creates a more positive image for your products, services and organization.

Here's how 'Turning The Telescope' works:

Step 1: Background Information Gathering

BC&P . . .

Gathers existing information from you
Pre-interviews key members of your staff
Performs limited background research
Summarizes market environment

Step 2: Create The Brand Development Team

You Will . . .

Select a team of about 6 key staff members
Choose people who bring various perspectives - sales, marketing, product development, financial, operations, HR, executive management, etc.
Commit to investing a half-day for a retreat, plus about 2 follow-up 1-hour meetings

Step 3: Discovery Retreat

With BC&P' s Guidance & Input, you Will . . .

Meet Off-site from about 8:00 am - 12:00 noon
Provide facts about your products, people & company
Identify about 20 possible USPs (Unique Selling Points) differentiating you from your competition
Narrow down the list to 3-5 key, targeted USPs - these will be the basis for our Brand Creation
Summarize and confirm our USPs

Step 4: BC&P Creative Development

BC&P Will . . .

Study the outcome of the Discovery Retreat
Have several creative Brand brainstorming sessions with BC&P' s team
Select the recommended Brand, plus 2-4 secondary choices, from a list of hundreds
Prepare a Brand Recommendation Report for your response

Step 5: Group Brand Presentation

BC&P Will . . .

Meet with your Team to present the Brand Report - includes the recommended Brand, its graphic presentation, usage examples and copy platform
Request reaction & comments from your Team
If necessary, BC&P will make changes/revise the report with one of the secondary choices then resubmit the final Brand Report to conclude the project

Find out more about Strategic Marketing Planning.

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