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    This document provides a client brief gathering template to understand the current and desired position of a brand in the market and in consumers' minds. It asks for information on the problem being addressed, the target audience, competitors, pricing, marketing materials used and any industry research. It also asks where the brand wants to be in terms of market share and growth strategy, and how it wants to influence consumer perceptions through messaging or product changes.

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    This document provides a client brief gathering template to understand the current and desired position of a brand in the market and in consumers' minds. It asks for information on the problem being addressed, the target audience, competitors, pricing, marketing materials used and any industry research. It also asks where the brand wants to be in terms of market share and growth strategy, and how it wants to influence consumer perceptions through messaging or product changes.

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    © All Rights Reserved
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    Download as docx, pdf, or txt
    6 views2 pages

    Brief

    Uploaded by

    adasdasd
    This document provides a client brief gathering template to understand the current and desired position of a brand in the market and in consumers' minds. It asks for information on the problem being addressed, the target audience, competitors, pricing, marketing materials used and any industry research. It also asks where the brand wants to be in terms of market share and growth strategy, and how it wants to influence consumer perceptions through messaging or product changes.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as docx, pdf, or txt
    of 2

    Client Brief Gathering Document

    Covering Note:

    1. What is the problem?


    2. Wherein lies the solution?

    3. Who is our solution addressing?


    4. What is the purpose of this communication?

    5. What should the residual response of our audience segments be?

    Current Position of the brand:

    6. Where are we in the market?


    a. Market Size
    b. Market Share
    c. Competitors – who are they? What do they do? What do they do differently?
    d. Pricing – Competitor pricing comparison
    e. Samples of communication pieces executed – actual samples to be attached or
    web links provided
    f. Any industry research done by you/reading links which would help us
    understand the space more accurately.

    7. Where are we in the mind?


    a. Who is our TG?
    b. Who is not our TG?
    c. What is their buying behaviour?
    d. What do they think of us?
    e. Any past study/research/FGD done by the brand on TG

    Desired Position of the brand:

    8. Where do we want to be in the market?


    a. Growth
    b. Maintenance
    c. Intensive vs Extensive growth
    d. What are we doing to get there?
    i. Investments
    ii. Acquisitions
    iii. Any other growth strategy

    9. Where do we want to be in the mind?


    a. What should consumers think of us?
    b. What do we want to influence?
    i. Is there a product change? Are there new product attributes?
    ii. Is there a change in position that is to be communicated?

    Please also provide the result of the market survey done by you.

    Market Survey Questions:

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