Stage 1: DISCOVERY – Identify organizational values and culture – Clarify business goals and marketing objectives – Gather audience profile/s and top of mind concerns – Research Totobet’s market position and key competitors – Investigate brand perceptions; its “ecosystem” and influencers – Inventory existing brand hierarchy and elements – Evaluate brand’s strengths, weaknesses – Explore new business opportunities – Determine any special applications for logos BRAND REPORT (Wayne) Define Brand in written document to include – Company vision and mission – Brand matrix: key messages by each product or market segment – Competitive edge – Brand promise and value proposition – Profiles of targeted audience and its top of mind concerns
