Fronteer Strategy. Lighthouse Brand Development. - Flyer. The 5 A s of Successful Brands. Amsterdam, 2013 FRONTEER STRATEGY

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1 Fronteer Strategy Lighthouse Brand Development - Flyer Amsterdam, 2013 The 5 A s of Successful Brands FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.

2 What is Lighthouse? An actionable framework that guides your team through clear steps to create unique & compelling brand story Structure: Define your brand, make a difference in your market Strategy: Reduce complexity & focus your efforts; enable your colleagues, teams & agencies to do the same Storytelling: Learn your strengths & inspire your brand s stakeholders Success: Implement your Proposition & Ambition 2

3 The Lighthouse Model PROMISE to target group AMBITION towards market Affinity Artisanat TARGET Consumer Context Challenges Aspiration Authenticity MARKET Trends Value Chain Competitors Authority 3

4 Strong brands have a clear, compelling proposition. They score high on the 5 A s: Authority, Authenticity, Aspiration, Artisanat and Affinity 4

5 What Lighthouse looks like AFFINITY ARTISANAT ASPIRATION AUTHENTICITY AUTHORITY 5 A s Lighthouse model Inspiring cases Learnings across categories 5 Build successful propositions

6 Nike case Stories to tell in retail Objective: Find stories to support our brand best in the different retailer outlets Method: Internal Lighthouse workshop with key account managers Results: Insight in brand stories, 5A s & formulation of Promise & Ambition 6

7 XS4ALL case Premium brand proposition Objective: Define the essence of our premiumness Method: Internal Lighthouse workshop with upper management Results: A strong premium brand proposition and clear competitive benefits 7

8 A 4-step process The complete Lighthouse model leads a client team through an actionable model of 4 key elements. CONTEXT 5 A S PROPOSITION IMPLEMENT Define consumer needs & competitive landscape Define your competitive benefits at various levels Translate your strengths into a compelling proposition Create implementation & marketing plan accordingly 8

9 How we work Based on your brand s life-stage and challenge, more emphasis will be put on different steps of the Lighthouse 1. PREPARATION 1-3 Weeks lead-time 1 Kick-off Focus: - Strategic & brand analysis - Customised workshop set-up - Client preparation 2. WORKSHOP(S) ½ or 1 day Lighthouse Brand Development Focus: - Clear scope and objectives - Impact, Insight, Inspiration - Brand strengths & story 3. REPORTING Management summary & write-up after 2 weeks Focus: - So-what & Next steps - Thought-through proposition & ambition - Implementation strategy 9

10 The insights gained from our Lighthouse model workshop now form the basis for our new marketing campaign, improved service and overall strategy as a premium brand - CEO XS4ALL 10

11 Please contact us for Lighthouse requests & details Our project fees include: Preparation, analysis, tailor-made session set-up, moderation, reporting, strategic recommendations, venue, incentives +31 (0)

12 We are Strategy Consultants, creative & brand-driven. Experts in co-creation We deliver Clarity and Concepts for growth We connect Research to Action We love To be at the frontier, where new value is created We believe in Collaborate or Die 12

13 FRONTEER STRATEGY INNOVATION. CO-CREATION. BRAND DEVELOPMENT.