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1. Give everyone five minutes to SILENTLY write out or draw
what comes to mind when they think of _[the target brand]_.
- Instruct them to write ONE word or phrase or drawing per sheet of paper--written large enough to be easily read from a distance.
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2. After participants have begun writing, collect the initial
work and begin taping the sheets on the wall.
- Try to "cluster" the sheets by similarity of idea or theme as you tape them up.
- If the group is very large or the participants are prolific, you may need to recruit one or more people to help you tape the sheets on the wall (or tear tape).
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3. GETTING TO THE HEART OF THE BRAND
- Lead group in reviewing the entire wall display.
- Ask the group to identify core ideas, attributes and imagery for the brand.
- Which ideas or attributes are major strengths, weaknesses, opportunities, or threats?
- Discuss.
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4. LOOKING FOR THE BRAND'S INTERESTING "EDGES"
- Now ask the group to nominate the words, phrases or pictures on the wall that they find to be the most
unusual, interesting, or puzzling--e.g., words or ideas that are not typically associated with the brand. Ask authors of puzzling items to come forward and explain what they were thinking. Facilitate discussion.
- Facilitate discussion to explore the most interesting, promising, and untapped "edges" of the brand.
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5. Repeat BRAND MAPPING exercise for key competitive
brands (in and out of the category).
- Identify the core/essence of the competitive brands.
Identify major strengths, weaknesses, opportunities, threats.
Compare to your target brand. Search for untapped positioning opportunities and strategic openings.
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- 6 - 25 participants
- Half-sheets of typing paper (e.g., one or more reams of regular copy paper [8.5 x 11-inch] cut in half)
- Markers
- Masking tape
- Large unencumbered wall space
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Click for instructions to other techniques |
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