You’ll find our enlightenment process is different. It goes deeper, faster than traditional consumer insight methods and is exponentially better than the intuition-cum-guesswork to which those in our profession are usually so prone. But then you will soon see and hear many things differently. After all, you will be part of our Cult. Explore the steps along the Enlightenment Journey below. Ready to embark on a Journey of your own? Start here.
Is your brand cult capable?
Enlightenment starts with asking the right questions of our clients, their people, their customers and their prospective customers. The answers help us see things that others don’t. In companies. In brands. In people. In media. And in communications.
The first leg on our Journey examines six dimensions of your organization to identify key challenges and opportunities, and evaluate your cult brand potential.
We immerse ourselves in your culture, interviewing key staff and stakeholders, evaluating everything from front line customer service, to hiring and HR policies and practices.
We seek to understand the customer experience - what it is and what it could be - as well as your customers themselves. Who are they? What drives their purchase decisions and their loyalty? Target customers will be identified, grouped and profiled for motivations and behaviours using supplied research and third party data.
The market positioning of competitors is analyzed to identify gaps between your brand and theirs, and to establish benchmarks and best practices in your category.
Communicating with customers is not just one way anymore. We audit the messages and channels your brand uses to ignite interest, persuade purchases and foster deep brand affinity – beyond the sale – that closes the loyalty loop.
Focus. Cult brands have it. Most do not. These are the things your brand and organization excel at. We consider not only what they are, but how they can be made (more) remarkable in ways that give your brand an unfair competitive advantage.
Here, we evaluate personnel, processes, programs and infrastructure – the building blocks of your brand and business - to determine any potential opportunities for honing your organization to be an inspirational customer-focused machine that electromagnetically attracts customers.
Like all disciplined professionals, we have a process: A defined way of doing things perfected over time that has proven successful for dozens of brands. It’s a holistic methodology enabling us to diagnose a brand’s situation and challenges, and subsequently prescribe the most engaging solutions, typically in the form of an 18-24 month regimen. It’s the path connecting the “thinking” and the “doing”. And we call this path The Enlightenment Journey.
The Journey itself paints a complete picture of a brand, without which we cannot do our best work. However, some clients may want to shortcut our preferred path by narrowing our scope and focus on discrete aspects of their brand or marketing tactics. It's our decision whether we shortcut the process or insist upon a larger strategic engagement through an abbreviated Enlightenment Journey.