briefing session We start by taking a detailed brief from your team in our formal briefing format to find gaps in information.

identifying the source of business Qualitative research is then done with your demographically defined target customer, which is then analyzed threadbare to find out who from the demographic defined customer universe is most likely to empathize with our product and why. We call this person our Source of Business (SOB).

finding the point of difference Analysis of the qualitative research findings not only gives us an in-depth understanding of the mind set of this Source of Business but more importantly helps us identify what are the points of difference that exist in his mind between our product and the competition.

arriving at a position The most important and meaningful Point of Difference (POD) is then converted into the central leverage or theme or Position in all your brand’s communications. If there is no POD we may then need to take an important tactical advantage and build your strategy around it.

ensuring single minded communication This central theme or Position must then be conveyed in a single minded manner across all media. Because when you say the same thing in a single minded manner across all media you simply and clearly tell your target customer what you stand for and what you promise to deliver to them. There is no confusion.
This is as opposed to saying different things in different media which only leads to confusion, visual and verbal chaos in your communications.

the newthink promise Done right, the NewThink process WILL ensure that you create a memorable piece of communication that best stretches the advertising rupee being spent.