Branding: Initial Competitor Analysis Work Session

Branding is work but good work. Leading collaborative work sessions with internal and client teams is one of my favorite moments in a digital brand strategy overhaul.  The sessions are vibrant and challenge many on both teams to think about the product and digital properties in emotional terms.


The structure I follow is built on the work of Jean Noel-Kapferer. His understanding of brand management fits neatly in with a user-centric perspective.


Here is a quick (and blurry) shot from one of the competitive analysis work sessions I am leading.

I have the team review and comment on competitors while looking at live sites but record the team comments on hard-copies so that we can review the competitors together in one view. 

The sessions ends with identifying the strongest competitors. Everyone on the team gets three red dots and gives them out in any combination across the competitors. 

We will return to these in the next work session - culling out attributes that we think we need to meet or beat.