Brand Jab

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Out of necessity, while living in small-market Asheville, NC, I am having to reevaluate my pricing model.  Without going into my process for brand strategy development let’s say it takes me roughly about 150 hours of research and labor to get to an idea.  But for clients in this market and encumbered by the pandemic, something has to change. Toto, we’re not in NYC anymore. Adapt or suffer.

Over the past year or so I’ve been mentoring some startup entrepreneurs through a neat program called Asheville Elevate.  I have not had the ability to do brand strategy for my mentees, as it doesn’t fit into the MIT-based program guidelines. It’s been hard trying to help young companies without having a brand strategy in place. Sans organizing principle, everything feels tactical. So, recently I’ve decided to try out a process lite to short cut my normal process with a couple of mentees. And it’s worked. I’m calling it a Brand Jab. Like a vaccine jab, it’s quick and painless. The process reduces the number of interviews I conduct, by attempting to find the one or two people most likely to speak for all targets. Rather than write a perfect brief, I cluster consumer care-abouts and brand good-ats and fast track my decision-making.

It’s not exhaustive. But it’s agile.

And I’m able to try it out on the market at a price point that should resonate. It also comes with a guarantee. For a quote write Steve@whatstheidea.com.

Peace.