The Perich process for discovering and articulating the essence of a brand is called Adverthinking. Through a series of 11 questions, we'll gather as much information as possible. From you, from your co-workers, from your CEO. And from customers, prospects, competitors and vendors. We'll audit every element of your communications, from your advertising to the way your phones are answered. Adverthinking helps us get to that one, simple, impossible-to-ignore insight on which a strong brand can be built.
- What's the challenge? By addressing long and short-term objectives, we begin with a sound understanding of your most critical needs and expectations. We also establish the basis on which the resulting work will be judged. Preferably, we will establish specific, measurable behavioral and perceptual objective(s) that, when accomplished, defines success. But it's not enough to define just the goals you're setting out to achieve, we must also take into account the obstacles that stand in your way. Together, these represent your challenge.
- Who matters? Usually, it's customers and prospects. Often, it's also retailers, dealers, distributors or other channel partners. Buying influencers. Employees. Analysts and investors. All are audiences we may need to consider. We identify them here and determine which are most important.
- What's going on? We do a complete stem-to-stern analysis of your category. We pore over research and the trade pubs. We visit stores and examine competitors' advertising and spending levels. We dissect their websites. We talk to staff, customers, prospects, retailers. As well as the rivals.
- What do people think? We ask your most important audiences how they feel about the brand. What do they like and dislike? What messages are they getting? Which ones are falling on deaf ears? What really matters to them?
- What are you, really? What is the perfectly transparent view of your brand? This is where we articulate the essential truth, or the "soul" of the brand.
- What should they think? What perception do we want to create? What must people think and feel before they'll do what we want them to do?
- What will we tell them? In today's world, simpler is different. And better. If we're to create simple ads, commercials, brochures, websites and packages we need a focused message. Which is why we force ourselves to express the message we'll deliver in one sentence.
- How will we speak? This is all about tone and emotion. For people who like your brand, they need to get to know its personality. That's what we describe here. Using the same sorts of terms you might use to describe a friend.
- What's the rallying cry? This is the Holy Grail. Also called a tagline. What's the simplest possible expression of what your brand is all about?
- How will you engage the world? We will propose a comprehensive branding and marketing strategy specifically focused on the behavioral and perceptual challenge(s) we identify in step one. It will include a communications strategy for reaching and engaging your various audiences; and creative concepts for delivering your most compelling messages with maximum impact.
- How'd it do? We gauge the results at the end of a defined period, using a specific set of measures. The results help us refine and improve our work.