Sparks™

Name: Sparks™

Purpose: Create a brand inventory of promise statements for use in brand value proposition development.

Intended Results: An expansive list of statements rated by session participants, usually employees –  cross-functional group of subject matter specialist. This is a collaborative and consensus-building session that provides a first step into building a value proposition.  It helps insure that eventual brand strategies are well founded, actionable and durable.

Structure: Sparks™ is a structured brainstorming session typically lasting about three hours.  During this interactive session, we will lead a group of 12-20 subject matter experts through a “projective exercise” designed to take inventory of potential brand promise statements.  Fifteen different “brand opportunity statements” are explored typically yielding about 100 statements.  In the second part of the session, all statements are rated using three criteria: validity, motivation and differentiation.