strategic brand planner core competence an core business

1. strategic brand
planner
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2. WHO | WHAT | HOW | WHY
the strategic brand planner assists the client in the
development and presentation of a communication
plan and extension strategies to increase its mind-
share among consumers
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3. WHO | WHAT | HOW | WHY
the core competence is to develope and emphasize the
fundamental purpose of an organization or an
enterprise identifying the mission, the vision, core
values and brand positioning
typical projects include major assessments of existing
assets leading to strategic communication platform,
new brand launches and CRM support initiatives with
allocated resources to pursue this strategy, including
capital and people
fabio oggero
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4. WHO | WHAT | HOW | WHY
the strategic brand planner defines the desired or
intended future state of a specific organization or
enterprise in terms of its fundamental objective and/or
strategic direction
the strategic brand planner expresses the
organization's culture, priorities shared values among
the stakeholders of the organization
the strategic brand planner builds relationships up,
down and across the organization withing the company
and client companies
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5. WHO | WHAT | HOW | WHY
understanding the marketing branding needs
athering, analyzing and interpreting the data and
information conducting a variety of research:
online, secondary data, literature searches and
customer research (e.g. focus groups, one-on-one
interviews, quantitative research, development of
discussion guides and research input)
analyzing quantitative and qualitative information
from the client and proposing recommendations
that will have tangible marketing and/or business
impact
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6. WHO | WHAT | HOW | WHY
writing and stewarding major presentations
for new and existing business
providing thoughtful conclusions on which to
develop a marketing/branding plan
bring key insights to life in major
presentations
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7. WHO | WHAT | HOW | WHY
Are used various business analysis techniques
to provide category knowledge, identify
category/brand and competitive opportunities:
SWOT analysis (strengths, weaknesses,
opportunities, and threats)
PEST analysis (political, economic, social, and
technological analysis)
STEER analysis (socio-cultural, technological,
economic, ecological, and regulatory factor)
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8. WHO | WHAT | HOW | WHY
thinking out of the box provides fresh
solutions to business issues, as well as
developing the analytical capability and
objectivity validates creative hypotheses
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9. thank you
fabio oggero
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