The Four P’s

 

TAF interrogates you across 4 broad dimensions:

  • Purpose

  • Presence

  • Productivity

  • Performance

Inside each of the 4 Ps there are 4 key focus areas we put under the microscope - testing their sharpness, internal logic and performance in relation to themselves and those in each of the other 3 Ps.

In the Brand Surgery Health Check, we use the 4 Ps anecdotally as a structure to help us ask the right questions, inform a PoV and get quickly to answers

In our more comprehensive Brand Impact Report we summarise findings in more depth, giving Recommendations on what to prioritise in each of the 4 Ps and key actions and objectives. 

 
 
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Assesses

  1. Company Purpose if there is one - with a view to fine tuning to current brand environment - or exploring the value of one in current climate

  2. Vision & Mission - with a view to strengthening the relationship between these and the stated Company Purpose

  3. Governance - with a view to potentially improving collaboration across functions to improve Purpose resonance across the business

  4. Reputation - with a view to potentially moderating or improving Reputation Scores through sharper and more effective implementation of Purpose and Brand

 
 
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Reviews

  1. Brand Audiences - profiles/pen portraits/targeting/segmentation/value [lifetime?]

  2. Brand Look & Feel - audit with a view to strengthening/finessing current version in market

  3. Brand Tone Of Voice - audit with a view to strengthening/finessing current version in market

  4. Brand Proposition - audit of brand campaigns and sales & Marketing initiatives with a view to strengthening/finessing current versions in market

 
 
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Measures

  1. Effect of Brand on Culture & People - with a view to creating a stronger, more cohesive and more focused culture

  2. Effect of Brand on Partner Marketing and Collaboration - with a view to improving influence and impact of brand on improving Partner marketing

  3. Effect of Brand on Service & product Innovation - with a view to aligning Brand proposition with more meaningful and relevant innovation

  4. Effect of Brand on ExCo - with a view to moving brand to a more central strategic position to drive the business and less as an outcome of an operational Sales & Marketing requirement

 
 
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Assesses

  1. ROI & Effectiveness of current Brand Activities across all disciplines

  2. Data Potential Management & Deployment to serve Brand’s strategic requirements across all functions

  3. Brand agility in volatility - the brand’s ability to stretch and remain agile without losing its desired shape

  4. Brand’s ability to thrive in an omni channel market environment and the key channels