Pro-File™

Name: Pro-File™

Purpose: Pro-File™ is a competitive profiling tool that uses a “collage” technique to create detailed competitive (or market segment) profiles of competitive or peer group brands.

Intended Results: A detailed and textured picture of competitive imagery and communications practices compiled by workshop participants usually employees – a cross functional group of subject matter experts.  Individual profiles provide a fresh means of understanding how competitors are identified on a brand landscape and therefore how the client brand can be optimally positioned to avoid competitive conflict.

Structure: Individual profiles are built in break-out groups in a workshop.  This exercise is typically completed in a workshop including a Sparks™ session.  It is done by small teams with good working knowledge of competitive brands.  Each team has access to our proprietary library of images with which to build their collage.  After fifteen minutes of work, each group reports to the larger group the characteristics of individual competitive brands.