Marketing Opportunity Assessment (MOA)

Insight

Our approach begins with understanding. First, we ask for everything in your possession that could add value to our assessment process. We listen to your needs, discuss your goals and outline expectations. We talk with your customers, marketing partners and prospects. We review past efforts, examine your competition and deconstruct their brand positions.

Analysis of four key dimensions – the brand, the consumer, the competitive landscape, and the purchase journey – invariably reveals insights and opportunities. The simple but compelling truths that we uncover provide a clear and focused context for determining positioning and marketing strategies.

Strategy

We leverage these insights to develop a laser-focused strategic direction. At first glance, our recommendations may seem deceptively simple, even obvious. That is by design: you’ve taken the journey with us, are able to connect the dots and see the patterns. If we do our job properly, we will never hear the words: “You people are so creative! How did you ever think of that?” What we live for is something less dramatic, and far more assuring: “Of course. This makes perfect sense.”

Our strategic recommendations include a brand or campaign positioning statement, pillars and tactical priorities.

Direction

While many are willing to deliver insight and strategy to the creative department for interpretation, we know better. Creative people, by their very nature, find research and due diligence to be the antithesis of creativity. Ours are no exception. Left to their own devices, they will ignore strategy and seek to impress us with their creative genius. That’s why, to help keep them focused and assure that they stay on strategy, we interpret the creative direction for them.

Together, based on our insights and strategic recommendations, we will determine the verbal and visual approach in advance of the Creative Platform Development.