• Engage
  • Innovate
  • Impact

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

Effective Brand BuildingThe IGNIVA Workshop

A better trained brand team will deliver effective solutions more consistently than others.

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