The first step in the process is exploration for which we use the Brand Valley Drivers Map. The map is the framework which serves to explore and explain the four perspectives of change that shape the innovation and brand design process at the organisation.
We put the user at the heart of the process and understand the various societal drivers around the user which influence the market and its activities. Through this process, which is highly intuitive and iterative, we distil the key drivers for the organisation, namely its purpose and ambition which are derived, in part, from its knowledge and heritage, and which in turn will guide its culture.
The processes addresses key questions for the organisation, such as who they are, who they want to become, how do they want to build the brand, and how do they engage with the users.
* Definition inspired by the American economist and Nobel laureate Herbert A. Simon