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Decision Funnel

'The Decision Funnel’ is formulated on the principle that effective brand communication/engagement depends on taking a series of informed and considered decisions at all sequential stages of the communication/engagement development process. This is critical to eliminate the usual problems of fuzzy thinking which lead to unfocussed or incoherent objectives, and consequently mediocre and ineffective communication/engagement.

• Importance of Marketing Communication
• Understanding of marketing terms and concepts
• Understanding Brands & Branding; Brand Equity
• Brand Building Tasks
• Understanding Customer Behaviour
• Understanding Competition
• Developing Brand Strategy
  • Brand Essence
  • Brand Positioning
  • Brand Personality
  • Brand Driving Idea
• Developing Communication Strategy
  • Defining the Role for Advertising
  • Defining our Creative Target Person
  • Defining our Desired Target Response
• Developing our Brand Creative Strategy
  • The Brief
• Evaluating Creative Ideas
  • The importance of Knowledge and Imagination
• Developing 360° Communication Plans for Total Customer Engagement
  • Mass Media
  • POS/Activation/OOH
  • Sponsorships
  • Internet/Digital
  • Direct Marketing
  • PR
• Decoding Brand-Customer Engagement and the impact of technology on customer satisfaction and retention