BRANDLIVES

Brands need regular health checks just like people do.

In our brand health check we examine the brand or the

portfolio of brands using a full 360 degree undertaking: a retrospective look at what has occurred in the brand's past, a concurrent check on what's the status right now and a prospective analysis on what may be the case in the future, in order to ultimately be forward-looking, so that the brand can face the future knowing what it wants to become.​​ The work is based on a thorough assessment using questionnaires, internal and external interviews and observations, existing and/or new research and case specific analysis tools. Whatever the best case specific data is, our aim is to turn the data analysis into actionable insights.

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The brand health check is documented in the form of a Brand Health Statement, which can also be seen as a brand brief that can be used for future marketing strategy and creative development. The Brand Health Statement includes typically some or all of the following brand elements:

• Brand Mission, Vision and Values

• Brand Personality

• Key features and benefits

• Value proposition (including points of parity and points of differentiation)

• Positioning

• Target audience (based on customer insight)

• Market / competitive assessment