SERVICES | 02BRAND CLARITY™ WORKSHOP
REPORT TYPE 03REPORT TYPE 01WHEN TO COMMISSION A Brand Diagnostic Report is commissioned for the moments when a brand’s equity and path require scrutiny.
Every report is independent and commissioned on a single brand and written for whoever has to decide what happens to it next. The method is the same in each case, and the reason for commissioning it sets the question the report answers.
Establishes what went wrong and why, separating the decisions the business made from the conditions it faced, and states whether the brand can carry a recovery plan. Written for the board or owner deciding what happens next.
Forensic
REPORT TYPE 02Outlook
Sets out what the brand must do to justify the price paid or the plan approved over the next five to seven years. Where the outlook is poor, the report says so and recommends the exit route to take. Written for a new owner, PE sponsor, or incoming CEO or board chairman.
Investment
For investors, a due-diligence read on whether the brand supports the case made for it and what the upside depends on. For founders, a test of whether the brand is investable ahead of a raise or a sale, while there is time to change the equity story. It informs the investment decision and carries no valuation.
EXPLORE STRATEGIC IMPLICATIONSThe Brand Clarity™ Workshop
A facilitated working session for a chief executive and their leadership team. The framework is the neutral ground. Three people who each hold part of the answer cannot assemble it alone, because whoever chairs the room becomes a party to the outcome.
CEO - REQUIREDFinance and supply chain in the room is not a courtesy. The cost base determines which paths exist, and a brand conversation held without the people who set it produces a strategy that was never actually available.
BEFORE THE SESSIONLAYER ONELAYER TWOLAYER THREELAYER FOURAFTER THE SESSIONCFO - REQUIREDSUPPLY CHAIN - REQUIREDThe data pack
Excavate
Measure the moat
Price the paths
Commit
The decision record
CMOCOMMERCIAL / SALES DIRECTORCATEGORY OR INSIGHTS LEADA defined evidence request goes out four weeks ahead: panel data, retail measurement, gross-to-net by customer, cost-to-serve by channel, digital shelf reads. What arrives and what doesn't are both diagnostic.
Inheritance and Meaning, run live. Every inherited element sorted in front of the team. The sacrifice line written and agreed, or the disagreement surfaced and named.
Distinctive assets, occasions owned and unclaimed, and moat depth scored against each attacker type with a direction of travel attached to each source.
The three futures modelled against the actual cost base, with finance holding the pen. The paths that fail come off the board in front of everybody, which is the moment the conversation changes.
One path chosen, with the trade-offs stated. Triggers pre-agreed and dated so the team knows in advance what would change the decision and who is watching for it.
A written record of the path taken, the paths closed and why, the triggers with dates and owners, and the evidence gaps that need filling before the next review.
