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This graphic shows a large branding project with three large phases: textual articulation, visual articulation, and program design and execution. The first part is blown out into a more detailed project plan.

The next step, B. Visual articulation, would show a plan that includes mock-ups, logo treatments, photography treatments, etc., Leapthought25 is dedicated to the detailed (blue) project approach.

This slide would be used towards the end of proposal or pitch to define the work that an agency or consultancy would need to complete.

This is a list of brand implementation activities set next to a comprehensive brand environment graphic.

This graphic is the culmination of two other graphic sets embedded within each other. On the first page, the audience would be taken through the brand environment by itself. Then channels would be discussed, and then lastly brand implementation activities. This slide we set up a branding strategy or planning project.

This is a complete proposal for a branding and marketing strategy project.

It is relatively short, and doesn't go deep in strategy, but sucinctly describes project work.

Goals of the project are:

• Clearly articulate to marketing department and management the ñbrand essenceî of the offering
• Create a platform to coordinate and align marketingÍs actions and provide a common thrust for marketing to rally around
• Provide the brand basis for future marketing programs and customer communications

The chapters in this proposal are:

• Introduction
• Project approach
• Project deliverables
• Proposed Project Organization, Timing and
• Professional Fees
• Conclusion

This framework/continuum shows five marketing activities that would crudely appear in a continuous marketing cycle.

Discussed here are customer and business intelligence, brand and marketing strategy, online, interactive development and integration, integrated communications strategy and execution, real-time knowledge transfer. This would be used to introduce or explain an entire marketing system. The language here is probably needlessly ïagency/consultantyî, but could easily be modified to fit any five-step continuum.

This is a detailed, articulated plan for completing a branding and identity project for a company either seeking a new name or changing their name and identity.

This ten page document shows a large five-step process, which the first phase (1. Articulate strategy and vision) is broken down into a separate, detailed nine-stage sub-process. There is a page for each of the nine steps which gives a description, worksteps, deliverables, and benefits.

This is an excellent resource of bullets and activities for those looking to sell or conduct a branding project.

This elaborate project process diagram gives a pretty complete view of a marketing strategy and planning project. The output of this project would be a comprehensive marketing strategy and plan.

This slide could be used to either sell/pitch a marketing planning project. It could also be used to manage the planning project.

Some of the key steps include (for example): understand market constituents, understand channels, understand products and services, determine market positioning, understand sales requirements, develop core messaging, develop value proposition, set performance metrics, understand tops-down budget requirements, gain organizational consensus, build implementation teams, develop budgets.

This slide shows three different modes of implementing a program (following business planning and marketing strategy). The three modes are ñour stableî (meaning a companyÍs group of preferred vendors), ñour managementî (meaning the company manages a group of preferred and client-preferred vendors) or ñclient executionî (where the client implements everything themselves).

This slide would be used by a consulting company or agency who wants to sell the business planning and marketing strategy projects, but provide an objective face when it comes to the implementation work (often the real money-maker). This ensures an objective planning and strategy phase.

The slide reads: Our company is capable of working in a variety of implementation modes, depending on the clients preference, expertise, bandwidth and relationships. In each scenario, the client is integral to all key decisions, and may participate in the execution at whatever level is comfortable.

This complicated graphic shows a marketing services model (i.e., services that a marketing agency might offer).

Components include: strategy development, strategic marketing, branding, customer contact strategy, communications strategy, planning, implementation management, results measurement, customer knowledge, data analytics, list management, database management, reporting and tracking.

This slide lists good reasons to change the name of your company.

They include: recreate identity, forming a holding company, mergers and acquisitions, spin-offs. Arguably, ñrecreate identityî covers the rest. Listed below are details.

This graphical list shows both the internal and external benefits of creating a new brand. This would be used to make a case for renaming a company or changing its key branding attributes (like logos).

This should be tempered with all the many reasons why changing branding is usually disastrous.

External benefits: creates awareness, supports sales, ignites stock prices, builds brand equity, attractive to partners. Internal benefits: creates excitement, improves recruiting, provides organizational focus, supports integration, improves employee retention.

This colorful illustration (a graphic list, really) shows the mission critical activities required for a brand launch, here shown as a new name and identity package.

The rocket picture is always an upbeat, easy metaphor to both fit concepts (and geometric shapes) into and reinforce an upwards, ascending, launching theme. The critical activities below include: key business applications, web site, online demo, launch ad, media relations, investor relations.

This would be nice to use for a marketing plan or a project kick-off meeting.

This Gantt-like chart plots out a four-month marketing/branding project. The little gavels show a decision point and the lightning bolts show an action/deliverable.

This chart would be used to show the TIMING of a project. It has a strong emphasis on decision making. The activities include: name, identity development, key business applications, web site, online demo, launch ad, media relations, investor relations.

This rocket/house graphic shows the different outputs of a brand/marketing assessment and development project.

Branding is often considered a very subjective business function, and figure its mostly an artistic or emotional activity. Brand marketers often have to put as much business structure and ïscienceÍ into branding activities that they can to reverse this misconception.

This would be used to outline all of deliverables from the project. They include: brand vision, brand mission, positioning statement, core messages, brand characteristics, recommendations, supporting facts and findings. A description of each output is provided in the smaller text.

This top-level project approach shows three large branding project phases: assessment and analysis, brand ID and planning, and implementation.

This slide would be used to plan a project, sell a project, or present a project update. The ñwe are hereî triangle could easily be moved to show progress. This phase graphic could be repurposed to serve almost any project (assess, plan, action).

The bullets below provide detail. They include: Conduct strategic assessment, Brand strategy, Brand identity, Sales tools and communication plan, Website/interactive plan, Integrated marketing plan, Internal communications plan, Corporate material plan, Marketing process/infrastructure plan, Brand standards, Sales communication, Website/interactive implementation, Integrated marketing campaign, Internal communication campaign, Corporate material, Marketing staff-up and process.

This 10-step project plan shows the steps required to complete an assessment and analysis phase of a branding project.

The 10 steps are: define our market, understanding competitors and markets, understand current operations and components of credibility, understand prospects and customers, determine the companyÍs current positioning, determine desired positioning, determine levers of differentiation, perform gap and/or SWOT analysis, establish branding vision, confirm resources required for Phase II, validate vision externally.