Leadership Team Interviews

Name: Leadership Team Interviews

Purpose: Leadership Team Interviews is our proprietary way of implementing a set of management or leadership interviews.

Intended Result: This is a first step toward understanding the organizational dynamics that will impact a branding campaign.  We want to understand the institutional learning and biases directly from the various stakeholders that will manage and implement branding tactics.

Structure: We identify a set of issues which we believe will determine the destiny of the brand and of an evolution to a more brand-driven approach to business.  Participants are forwarded a topic guide in advance of our meetings and interviewed by a two-person team from Sherpa.

Interviews typically last about one-hour and include topics such as a participant’s…

• role within the organization
• agenda
• personal milestones
• corporate strategic imperatives
• organizational strengths and weaknesses
• institutional learning
• marketing successes and failures
• target definition
• competitive advantage and competitive strategies
• role for marketing
• desired outcomes and success metrics