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Business Quests Branding Workshop

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Step by step description on how to run a (re)branding exercise using a method developed by Business Quests that exploits various disciplines amongst which De Bono's Six Thinking Hats.

Published in: Business, Economy & Finance

Business Quests Branding Workshop

  1. 1. (Re)branding step-by-step Outline of (re)branding workshop from preparation to kick-off
  2. 2. Overview: three phases & seven steps <ul><li>Before (re)branding workshop: goals of preparatory work </li></ul><ul><ul><li>Validate broad aspirations, expectations and “fears” regarding (re)branding </li></ul></ul><ul><ul><li>Validate format of (re)branding workshop </li></ul></ul><ul><li>(Re)branding workshop </li></ul><ul><ul><li>Step 1 – Formalize the objectives of your (re)branding work </li></ul></ul><ul><ul><li>Step 2 – Create options that could address the objectives </li></ul></ul><ul><ul><li>Step 3 – Assess match & mismatch: how well are objectives addressed? How much does each option diverge from goals? </li></ul></ul><ul><ul><li>Step 4 – Identify opportunities & benefits of each option </li></ul></ul><ul><ul><li>Step 5 – Identify risks & issues of each option </li></ul></ul><ul><ul><li>Step 6 – For each option get “gut feeling” of all participants </li></ul></ul><ul><ul><li>Step 7 – Scoring, prototyîng & role playing (IDEO methods) </li></ul></ul><ul><li>After (re)branding workshop: drive action </li></ul><ul><ul><li>Summarize all inputs & rank options </li></ul></ul><ul><ul><li>Run workshop for final decision & allocation of resources </li></ul></ul>
  3. 3. Before your (re)branding workshop 1 2 3 The (re)branding workshop Post workshop: kick-off decisions
  4. 4. Objectives or pre-workshop meeting <ul><li>Validate broad aspirations, expectations and fears regarding (re)branding = answer and document replies to </li></ul><ul><ul><li>What caused the (re)branding work to be initiated? </li></ul></ul><ul><ul><li>What broad business benefits are expected from (re)branding? </li></ul></ul><ul><ul><li>What could the business “fear” from (re)branding? </li></ul></ul><ul><ul><li>Confirm tentative budget of (re)branding exercise in terms of effort (man-days per profile) and money (euros) </li></ul></ul><ul><li>Validate format of (re)branding workshop </li></ul><ul><ul><li>Gain buy-in for objectives of (re)branding workshop </li></ul></ul><ul><ul><li>Confirm participants required for workshop </li></ul></ul><ul><ul><li>Gain buy-in for participants & format of workshop </li></ul></ul>1
  5. 5. Practical aspects of pre-workshop meeting <ul><li>Who should participate? </li></ul><ul><ul><li>Person in charge (facilitation) </li></ul></ul><ul><ul><li>Company’s senior managers </li></ul></ul><ul><ul><li>Internal / external advisors </li></ul></ul><ul><li>Agenda </li></ul><ul><ul><li>Broad aspirations & rationales for (re)branding </li></ul></ul><ul><ul><li>Expectations for the business from (re)branding </li></ul></ul><ul><ul><li>Fears / issues anticipated for the business </li></ul></ul><ul><ul><li>Validation of process & objectives of workshop </li></ul></ul><ul><ul><li>Validation of participants. </li></ul></ul><ul><li>Preparatory material </li></ul><ul><ul><li>Invitation email with agenda </li></ul></ul><ul><ul><li>Summary of available facts regarding (re)branding exercise </li></ul></ul><ul><li>Meeting format </li></ul><ul><ul><li>Onsite </li></ul></ul><ul><ul><li>2 hours </li></ul></ul><ul><ul><li>Standard business meeting </li></ul></ul><ul><li>Expected output </li></ul><ul><ul><li>Summary of broad aspirations & strategic expectations for circulation as pre-read of workshop </li></ul></ul><ul><ul><li>Preparatory communication for (re)branding workshop </li></ul></ul>1
  6. 6. Before your (re)branding workshop 1 2 3 The (re)branding workshop Post workshop: kick-off decisions
  7. 7. Objectives of (re)branding workshop <ul><li>Let participants express their thoughts and ideas in a structured way and allow the discussion to happen during focused sequences and dedicated timeframes </li></ul><ul><li>Formalize (re)branding objectives within the first hour of the workshop and document them in a slide or mindmap together with participants in order to be efficient, focused and productive in the workshop and beyond </li></ul><ul><li>Identify all (re)branding alternatives and options that participants think address the objectives and list them on a flipchart and on a template of scorecard in order to efficiently support the (re)branding decision </li></ul><ul><li>Generate material required as input to a formal decision making session aimed at kicking off the (re)branding project and at authorizing the allocation of required resources </li></ul>2
  8. 8. Practical aspects of pre-workshop meeting <ul><li>Who should participate? </li></ul><ul><ul><li>Facilitator (person in charge?) </li></ul></ul><ul><ul><li>Head of marketing & coms </li></ul></ul><ul><ul><li>Company’s senior managers </li></ul></ul><ul><ul><li>Market side personnel for each business / service line </li></ul></ul><ul><ul><li>Internal / external advisors </li></ul></ul><ul><li>Agenda </li></ul><ul><ul><li>S1: objectives of (re)branding </li></ul></ul><ul><ul><li>S2: alternatives / options </li></ul></ul><ul><ul><li>S3: assess match & mismatch </li></ul></ul><ul><ul><li>S4: opportunities & benefits </li></ul></ul><ul><ul><li>S5: risks & issues </li></ul></ul><ul><ul><li>S6: gut feeling for each option (red hat = no justification) </li></ul></ul><ul><ul><li>S7: scoring, prototyping & role playing (IDEO methods) </li></ul></ul><ul><li>Preparatory material </li></ul><ul><ul><li>Invitation email with meeting details & expected inputs </li></ul></ul><ul><ul><li>Summary of broad aspirations & expectations for prep </li></ul></ul><ul><ul><li>Pre-read (case studies) </li></ul></ul><ul><ul><li>Materials for prototyping </li></ul></ul><ul><li>Meeting format </li></ul><ul><ul><li>Offsite </li></ul></ul><ul><ul><li>1-2 days </li></ul></ul><ul><ul><li>Workshop </li></ul></ul><ul><li>Expected output </li></ul><ul><ul><li>Document(s) of well-formed objectives (e.g. SMART) </li></ul></ul><ul><ul><li>Summary of assessment </li></ul></ul><ul><ul><li>Scorecard </li></ul></ul><ul><ul><li>Notes from prototyping & role-playing </li></ul></ul>2
  9. 9. Step 1 – Formalize the objectives of your (re)branding work <ul><li>Express what (re)branding seeks to achieve “positively”, stating what is to be done, not what we are trying to avoid </li></ul><ul><li>Verify that the objective is under company’s control </li></ul><ul><li>Define timeframe for the achievement of objectives </li></ul><ul><li>Define “tests” anyone can “run” to verify that (re)branding objectives are achieved: what should we see, hear, feel, touch… </li></ul><ul><li>Identify any benefits arising from not (re)branding and issues stemming from rebranding. If they exist reformulate the objectives to eliminate those obstacles </li></ul><ul><li>What values will be served by the achievement of the objectives? </li></ul><ul><li>What is the price to be paid to achieve the objectives? </li></ul><ul><li>How consistent are those objectives with the company’s longer term aspirations? </li></ul><ul><li>Do objectives solve the issues that caused the exercise to start? </li></ul>2
  10. 10. Step 2 – Create options <ul><li>Apply rules of De Bono’s green hat: </li></ul><ul><ul><li>Every participant “wears” his green hat = creativity hat </li></ul></ul><ul><ul><li>Operate within defined timeframe no longer than 15-20 minutes </li></ul></ul><ul><ul><li>Suspend judgment & assessment </li></ul></ul><ul><ul><li>Generate options freely & write all options on the board or flipchart </li></ul></ul><ul><ul><li>OK to extend & modify options already on the board as long as the change does not imply criticism or judgment </li></ul></ul><ul><ul><li>To generate options use one of the following techniques: </li></ul></ul>2
  11. 11. Step 3 – Assess match and mismatch <ul><li>Sequence A: relative to objectives pursued as per step 1, assess each option for match to requirements: what aspects of the objectives are addressed by each option? </li></ul><ul><li>Sequence B: relative to objectives pursued as per step 1, assess each option for mismatch to requirements: what aspects of the objectives each option fails to address? </li></ul><ul><li>Formalize group input in the form of a scorecard using the characteristics of the objectives formulated in step 1: </li></ul><ul><ul><li>Each participant fills their own scorecard </li></ul></ul><ul><ul><li>Match and mismatch are discussed in group </li></ul></ul><ul><ul><li>A group scorecard is put together and filled-in both on the flipchart and on an Excel spreadsheet </li></ul></ul>2
  12. 12. Step 4 – Identify and document opportunities <ul><li>Definition of the yellow hat </li></ul><ul><ul><li>Think of sunshine and optimism </li></ul></ul><ul><ul><li>Looks for feasibility, benefits (logically based) </li></ul></ul><ul><ul><li>Opportunities </li></ul></ul><ul><ul><li>Strengths </li></ul></ul><ul><ul><li>Logical positives </li></ul></ul><ul><li>Output of step 4: </li></ul><ul><ul><li>List of all opportunities identified written on flipchart </li></ul></ul><ul><ul><li>Spreadsheet, text or mindmap with synthesis of main opportunities reflecting the group’s position </li></ul></ul>2 Yellow hat
  13. 13. Step 5 – Identify and document threats <ul><li>Definition of the black hat </li></ul><ul><ul><li>Think of a stern judge wearing black robes </li></ul></ul><ul><ul><li>Prevents us from making mistakes, doing silly or illegal things </li></ul></ul><ul><ul><li>Caution </li></ul></ul><ul><ul><li>Risks </li></ul></ul><ul><ul><li>Logical negatives / critical judgement </li></ul></ul><ul><li>Output of step 5: </li></ul><ul><ul><li>List of all threats and risks identified written on flipchart </li></ul></ul><ul><ul><li>Spreadsheet, text or mindmap with synthesis of main threats and risks reflecting the group’s position </li></ul></ul>2 Black hat
  14. 14. Step 6 – What’s the gut feeling? <ul><li>Definition of the red hat </li></ul><ul><ul><li>Think of Carmen and passion. </li></ul></ul><ul><ul><li>Gives people permission to put forward their feelings and intuitions as such, without any need for justification . </li></ul></ul><ul><ul><li>Intuition </li></ul></ul><ul><ul><li>Hunches </li></ul></ul><ul><ul><li>Feelings. </li></ul></ul><ul><li>Output of step 5: </li></ul><ul><ul><li>List of red hats of all participants </li></ul></ul>2 Red hat
  15. 15. Step 7 – Scoring, prototyping & role-playing <ul><li>Assess and rank options using </li></ul><ul><ul><li>scorecards of step 3 </li></ul></ul><ul><ul><li>output of steps 4, 5 and 6 </li></ul></ul><ul><li>Choose top 3 options and carry-out rapid paper prototyping following IDEO method: </li></ul><ul><ul><li>Rapidly sketch layout of key materials affected by (re)branding: business cards, web sites, brochures, PowerPoint presentations, videos, stands for conferences… </li></ul></ul><ul><ul><li>Assess prototypes for user experience (first impression, usability, interaction…) considering main “users” such as customers, competitors, business partners and people in difference cultural contexts (French speaking, EN speaking, US, Asia…) </li></ul></ul><ul><li>Select top option and carry-out role play (IDEO method) </li></ul><ul><ul><li>Assign roles of key stakeholders (brand owner / advertiser, agency, intermediaries, freelance providers…) to group participants and simulate real world situations </li></ul></ul><ul><ul><li>Identify any issues and carry-out required improvements </li></ul></ul>2
  16. 16. Before your (re)branding workshop 1 2 3 The (re)branding workshop Post workshop: (re)branding kick-off
  17. 17. Objectives or post-workshop meeting <ul><li>Review summarized material from workshop </li></ul><ul><li>Decide (re)branding project in terms of: </li></ul><ul><ul><li>Objectives: short-term, medium-term & long-term </li></ul></ul><ul><ul><li>Option chosen </li></ul></ul><ul><ul><li>Start date </li></ul></ul><ul><ul><li>Tentative budget: effort and money </li></ul></ul><ul><li>Formally </li></ul><ul><ul><li>allocate required resources to proceed </li></ul></ul><ul><ul><li>define process for following project progress </li></ul></ul><ul><ul><li>agree project reporting format </li></ul></ul><ul><li>Prepare and issue communication required to company personnel on a “need to know basis” </li></ul>3
  18. 18. Practical aspects of post-workshop meeting <ul><li>Who should participate? </li></ul><ul><ul><li>Person in charge (facilitation) </li></ul></ul><ul><ul><li>Company’s senior managers </li></ul></ul><ul><ul><li>Internal / external advisors </li></ul></ul><ul><li>Agenda </li></ul><ul><ul><li>Review of workshop output </li></ul></ul><ul><ul><li>(Re)branding project definition </li></ul></ul><ul><ul><li>Decisions </li></ul></ul><ul><li>Preparatory material </li></ul><ul><ul><li>Output from workshop </li></ul></ul><ul><ul><li>Draft project definition </li></ul></ul><ul><li>Meeting format </li></ul><ul><ul><li>Onsite </li></ul></ul><ul><ul><li>2 hours </li></ul></ul><ul><ul><li>Standard business meeting </li></ul></ul><ul><li>Expected output </li></ul><ul><ul><li>Meeting minutes including decisions regarding (re)branding option & project </li></ul></ul><ul><ul><li>Project definition document </li></ul></ul>3

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