SYSTEM ACCESSORIES

  Workshopping
  Strategy Toolkit

Work-shopping the MarketFORENSICS™ SYSTEM

The work-shopping approach used in the MarketFORENSICS™ System:

1. Knowledge Discovery – immersion, gathering in facts and information
2. Knowledge Integration – coding, sorting, grouping and evaluating
3. Reduction – sifting on the basis of relevance and value-creating potential
4. Abstraction – creating “brand narratives” / strategic platforms
5. “Vantaging” – the core paradigm, the main narrative, value proposition

Often the positioning and brand strategies for brands within a category are similar, not uniquely different. This occurs especially in products where there are many brands. How does one avoid this? How does one find an uncluttered corner of the market, in strategic terms?

The MarketFORENSICS™ System applies a unique approach– we call it Brand Positioning Avenues which enables true differentiation and strategic advantage.

Usually, at face value (the surface structure of a brand’s strategy), brands are positioned on the basis of a need or benefit; or an emotion or mood; or around a specific occasion or usage application.

But, underneath this (the depth structure of a brand’s strategy) the brand positioning is based on one or more of the following:

• Branding the experience
• Branding the person
• Branding the relationship
• Branding the function

These four branding strategies can be further divided into 16 possible branding avenues…

The MarketFORENSICS™ System includes a comprehensive range of strategic analysis tools. For example:

• Quality Function Deployment
• Portfolio Analysis Models
• Strategic Direction Finder
• SWOT Analysis
• Key Driver Analysis
• Scenario Modelling
• Differentiation Analysis
• Competitive Advantage Evaluation
• Brand Leadership Evaluation
• Strategic Proposition Evaluation
• Identification of Brand Essence or “DNA”