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FocusPhase IV: Supervision and Audit (Adjust)
This step ensures success by being engaged before and during as well as post-implementation. It allows for efficient supervision of all implementation steps and quick adjustment for the accomplishment of established goals. Think of us as your strategic marketing maintenance engineers, consistently and routinely ensuring that you receive the highest performance and best results from your Brand Architecture, Strategy and Positioning. Compensation at this phase could be tied to results and improved performance.

 
“Strategy and timing are the Himalayas of marketing. Everything else is the Catskills.”
Al Ries
 
 

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.
  • Brand performance is measured since implementation is crucial. 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 any adjustments that may be made due to the competitive landscape, new consumer trends, marketplace shifts, new products or line-extensions impacting the performance of the brand and the organization.
  • Ensure that all components are functional and practiced consistently within the organization.
  • Examine the performance of the key strategic team members who have been coached and trained with the new positioning. We will then implement any refinements or adjustments to ensure that all team members are aligned with one voice, one goal and one vision.
  • The effectiveness of the creative/media and advertising briefs for the company will be evaluated. The briefs will be refined and enhanced if needed.

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 new 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.

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