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A giant stumbling block in brand and marketing strategy processes is allowing personal subjectivity to guide decision-making. The Brand Meridian is designed to overcome this shortcoming. A series of activities guide the participants first into a deep understanding of organisational capabilities. We then turn our attention toward understanding how the user engages with brand and what the underlying drivers for their behaviour are.
From this understanding we then build an objective framework for brand positioning based on user needs and company message. This powerful tool, which we call The Brand Meridian becomes the guideline for all further brand development and marketing strategy activities.
This process has proven to be so effective and powerful that it has become the foundation for working with all of our clients. It is the place where everything begins and other workshops and activities are then added as required. In response to many requests, we also have a variation of the workshop as stand-alone training for organisations who want to use the results with their in-house teams.