Phase IV

Supervision and Audit

This step ensures success by being engaged before and during as well as post-implementation. It allows for effective supervision of all implementation steps and quick adjustment for the accomplishment of established goals. Louws is your strategic marketing maintenance engineer, consistently and routinely ensuring that you obtain the highest performance and best results from your Brand Architecture, Strategy and Positioning Portfolio. Compensation at this phase can be tied to results and improved performance.
 

Audit
   
Conduct an audit to determine how it’s working with the key core brand team members.This will include all critical “touch points” such as your retailers, consumers, distributors, sales force, etc.
   
Metrics for Brand performance are established. Based on those measurements, a recommendation for adjustments will be submitted and those refinements will be implemented.
 
Refinement
   
Revisit the Brand Architecture, identify and implement adjustments that may need to be made due to changes in competitive landscape, new consumer trends, marketplace shifts, new product or line-extensions impacting the performance of the brand, organization, channels or partnerships.
   
Ensure that all components are functional and practiced consistently within the organization.
   
The effectiveness of the creative/media and advertising briefs for the company will be evaluated. The briefs will be refined and enhanced if needed.
   
Audit the performance of the key strategic team members who have been coached and trained with the new positioning. Louws will then implement any refinements or adjustments to ensure that all team members are aligned with one voice, one goal and one vision.
 
Coaching and Training
   
Continue the on-going coaching and training of any new key stakeholders, influencers, marketing team members, marketing vendors, sales force, etc., to the Brand Architecture and Positioning.
   
A “refresher” course will be conducted for all key stakeholders, agencies, brand and marketing managers to reinforce their improved strategic leadership and innovation skills.

Installation
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OUTCOMES: Continuous vigilance and maintenance of brand performance