This Traction-evolved,modular brand discovery process allows us to reachclarity on positioning, marketingand advertising through research.

DIG

stands for Developing Identity from the Ground up. It helps identify

signicant issues, opportunities, attitudes and beliefs that inuence brandperception. DIG

brings to light a brand’s strongest characteristics, or whatwe call a “brand franchise” – those unique selling points that no other brand inthe category has.Many times, the outcome of a formal brand discovery process such as DIG

a positioning line like “We’ll leave the light on for you”. At other times, it’s aniconic label like “Intel Inside”, or a character like the Maytag Repairman.These all serve as immutable reminders of their brands’ uniqueness.

STEP ONE

Focus Forum

– a half-day, brand positioning workshop to denethe unique attributes of our client through a collaborative discoveryprocess with stakeholders in the branding process.

Marketing Framework - growth goals & potentials, people, history,future plans and marketing objectives.

Top Line – insights from the research:What makes our client unique?What separates our client’s market position from their competitors?What substantiates this position?

Interactive Exercises - participants complete 2-4 exercises to clarifyproduct/company attributes.

Brainstorm - what unique benets does the brand provide?

Develop - top 20 list of brand attributes.

Focus - narrow to 6-8 key brand attributes.The objective of the Focus Forum is to eliminate non-unique brand characteristics,extrapolate potential brand “truths,” and distill the remaining information until wehave a prioritized list of six to eight unique and deliverable brand characteristicsabout the company. From this, we establish the foundation for a proprietary brandfranchise and unique branding concept. At the end of this process, we should havea clear understanding of which brand attributes offer the greatest potential for fullbrand development.