Competitive Communications Analysis

Name: Competitive Communications Analysis

Purpose: This is a competitive communications analysis on steroids. It provides a highly detailed view of competitive communications practices.

Intended Results: This tool is our way of not just collecting competitive communications tactics but of providing an analysis leading to strategic implications for our client’s brand.  It allows understanding of industry conventions, “already staked out” competitive strategy and guidance on best practices within an industry.

Structure: The analysis is organized by competitor with analysis of each “brand contact point.”  Typically contact points include: advertising, website, product literature, stationery, annual reports and earned media.

The report includes:

• a one-page snapshot of each brand
• analysis and examples of contact point
• a brand tactical summary
• dimensional scaling on various communications issues
• brand mapping
• a summary of industry conventions
• (optionally) a best practices analysis by contact point which allows benchmarking of the client brand to category best practices