Module 1: Framing the Problem

Module 1: Framing the Problem

100.00

DAY 1: THINC / BACKGROUNDING

Friday, March 22, 9 am–5 pm 

  • Learn about data-mining techniques, insight gathering methods and strategic “platforming.”

  • See how others have developed a “true north” for different brands. 

  • Hear stories from those that turned their labors of love into thriving endeavors by being strategic and intentional. 

DAY 2: DO / FINDING A TRUE NORTH 

Saturday, March 23, 9 am–5 pm

  •  Define the parameters of your universe: How you fit in and stand out. 

  •  Ink a “why” statement and define an offering that customers need and want.

  •  Write a transformational creative brief and a roadmap for success. 

  •  Design the “Job To Be Done” (JTBD).

  • Align talent with tasks. 

Activities Included in Module #1:

Questioning 

  • Executive/project stakeholder discovery     

Brand Illumination ABCs

Audience analysis

  • Emotional & rational needs

Business/brand analysis results

  • Business goals, strengths, challenges

Competitive/comparative results

  • Brand messaging & language

  • Logo identity/trends 

  • Color psychology comparison

Key Findings

  • Opportunities for positioning

Key Outputs

  • Why statement

  • Creative brief

  • JTBD


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