Surveying Phase
The Surveying phase includes the development of the initial strategic assessment based on an evaluation of the currently available information regarding the product, audience, and marketplace. This phase also includes recommendations for additional market research and exploration. The Surveying activities include, but are not limited to:

• Qualitative evaluation and situation analysis
• Product and market differentiation
• Customer segmentation, needs and problem analysis
• Qualitative / quantitative research and analysis
  
  

Design and Engineering Phase
At Brand Engineers, we believe that strategy, message, and tactics all flow from a well-structured positioning. In the Design and Engineering phase, positioning development, evaluation, and testing lead to the formulation of an effective strategic framework for the Brand. Only with a thorough understanding of that brand positioning, can key messages for offline as well as online delivery be crafted and evaluated. The Design and Engineering phase activities include, but are not limited to:

• Positioning workshops and option development
• Strategy creation, mapping, and metrics
• Attribute articulation / messaging
  
  

Brand Blueprint
The Brand Blueprint is a unifying document that provides strict guidance on the tactical application of the strategy and positioning to the full cadre of outsource communications partners (ie, professional and consumer promotional agencies, public relations, medical education, publication planning, e-promotion resources, etc.).  A primary goal of the Brand Blueprint is to ensure consistent, cohesive, and synergistic promotion for the Brand across all tactics and media. The Brand Blueprint:

• Creates appropriate relationship between science & marketing
• Increases cohesiveness of internal and external teams
• Is a focusing tool for tactical partners