define

Time and effort spent upfront in the planning and briefing phase of the project is time well spent as it’s proved to reap strategic and efficiency dividends downstream.

Our starting point is always a thorough understanding of the brand, its positioning and strategic objectives. Your brand needs to stand out from the clutter so as to maximise the opportunity influencing a purchase.

That’s why we spend time gaining a thorough understanding the brand, exploring the shopper behavior we wish to influence and defining the role that the display must play in the shopper’s purchase cycle or brand strategy.

Key questions

• Is consumption expandable or routine?
• What is the decision making hierarchy?
• Where is the brand in its life cycle?
• What is its competitive set?
• How does the shopper shop the category?

Naturally at this stage we also define the time line for the project, the functional requirements and parameters of the display campaign, volumes and budget.