business quests branding workshop
DESCRIPTION
Step by step description on how to run a (re)branding exercise using a method developed by Business Quests that exploits various disciplines amongst which De Bono's Six Thinking Hats.TRANSCRIPT
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(Re)branding step-by-step
Outline of (re)branding workshop from preparation to kick-off
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Overview: three phases & seven steps
Before (re)branding workshop: goals of preparatory work Validate broad aspirations, expectations and “fears” regarding
(re)branding Validate format of (re)branding workshop
(Re)branding workshop Step 1 – Formalize the objectives of your (re)branding work Step 2 – Create options that could address the objectives Step 3 – Assess match & mismatch: how well are objectives
addressed? How much does each option diverge from goals? Step 4 – Identify opportunities & benefits of each option Step 5 – Identify risks & issues of each option Step 6 – For each option get “gut feeling” of all participants Step 7 – Scoring, prototyîng & role playing (IDEO methods)
After (re)branding workshop: drive action Summarize all inputs & rank options Run workshop for final decision & allocation of resources
Before your (re)branding workshop1
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3
The (re)branding workshop
Post workshop: kick-off decisions
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Objectives or pre-workshop meeting
Validate broad aspirations, expectations and fears regarding (re)branding = answer and document replies to What caused the (re)branding work to be initiated? What broad business benefits are expected from (re)branding? What could the business “fear” from (re)branding? Confirm tentative budget of (re)branding exercise in terms of
effort (man-days per profile) and money (euros) Validate format of (re)branding workshop
Gain buy-in for objectives of (re)branding workshop Confirm participants required for workshop Gain buy-in for participants & format of workshop
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Practical aspects of pre-workshop meeting
Who should participate? Person in charge (facilitation) Company’s senior managers Internal / external advisors
Agenda Broad aspirations & rationales
for (re)branding Expectations for the business
from (re)branding Fears / issues anticipated for
the business Validation of process &
objectives of workshop Validation of participants.
Preparatory material Invitation email with agenda Summary of available facts
regarding (re)branding exercise
Meeting format Onsite 2 hours Standard business meeting
Expected output Summary of broad aspirations
& strategic expectations for circulation as pre-read of workshop
Preparatory communication for (re)branding workshop
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Before your (re)branding workshop1
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3
The (re)branding workshop
Post workshop: kick-off decisions
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Objectives of (re)branding workshop
Let participants express their thoughts and ideas in a structured way and allow the discussion to happen during focused sequences and dedicated timeframes
Formalize (re)branding objectives within the first hour of the workshop and document them in a slide or mindmap together with participants in order to be efficient, focused and productive in the workshop and beyond
Identify all (re)branding alternatives and options that participants think address the objectives and list them on a flipchart and on a template of scorecard in order to efficiently support the (re)branding decision
Generate material required as input to a formal decision making session aimed at kicking off the (re)branding project and at authorizing the allocation of required resources
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Practical aspects of pre-workshop meeting
Who should participate? Facilitator (person in charge?) Head of marketing & coms Company’s senior managers Market side personnel for
each business / service line Internal / external advisors
Agenda S1: objectives of (re)branding S2: alternatives / options S3: assess match & mismatch S4: opportunities & benefits S5: risks & issues S6: gut feeling for each option
(red hat = no justification) S7: scoring, prototyping &
role playing (IDEO methods)
Preparatory material Invitation email with meeting
details & expected inputs Summary of broad aspirations
& expectations for prep Pre-read (case studies) Materials for prototyping
Meeting format Offsite 1-2 days Workshop
Expected output Document(s) of well-formed
objectives (e.g. SMART) Summary of assessment Scorecard Notes from prototyping &
role-playing
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Step 1 – Formalize the objectives of your (re)branding work
Express what (re)branding seeks to achieve “positively”, stating what is to be done, not what we are trying to avoid
Verify that the objective is under company’s control Define timeframe for the achievement of objectives Define “tests” anyone can “run” to verify that (re)branding
objectives are achieved: what should we see, hear, feel, touch…
Identify any benefits arising from not (re)branding and issues stemming from rebranding. If they exist reformulate the objectives to eliminate those obstacles
What values will be served by the achievement of the objectives?
What is the price to be paid to achieve the objectives? How consistent are those objectives with the company’s
longer term aspirations? Do objectives solve the issues that caused the exercise to
start?
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Step 2 – Create options
Apply rules of De Bono’s green hat: Every participant “wears” his green hat = creativity hat Operate within defined timeframe no longer than 15-20 minutes Suspend judgment & assessment Generate options freely & write all options on the board or
flipchart OK to extend & modify options already on the board as long as
the change does not imply criticism or judgment To generate options use one of the following techniques:
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Block
Block the current path andfind an alternative way of
doing.
Escape
Escape from somenecessity to satisfy somecondition or constraint.
Drop
Challenge the existingway of doing something
by ceasing doing the thing
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Step 3 – Assess match and mismatch
Sequence A: relative to objectives pursued as per step 1, assess each option for match to requirements: what aspects of the objectives are addressed by each option?
Sequence B: relative to objectives pursued as per step 1, assess each option for mismatch to requirements: what aspects of the objectives each option fails to address?
Formalize group input in the form of a scorecard using the characteristics of the objectives formulated in step 1: Each participant fills their own scorecard Match and mismatch are discussed in group A group scorecard is put together and filled-in both on the
flipchart and on an Excel spreadsheet
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Step 4 – Identify and document opportunities
Definition of the yellow hat Think of sunshine and optimism Looks for feasibility, benefits (logically based) Opportunities Strengths Logical positives
Output of step 4: List of all opportunities identified written on flipchart Spreadsheet, text or mindmap with synthesis of main
opportunities reflecting the group’s position
Yellow hatYellow hat
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Step 5 – Identify and document threats
Definition of the black hat Think of a stern judge wearing black robes Prevents us from making mistakes, doing silly or illegal things Caution Risks Logical negatives / critical judgement
Output of step 5: List of all threats and risks identified written on flipchart Spreadsheet, text or mindmap with synthesis of main threats
and risks reflecting the group’s position
Black hat
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Step 6 – What’s the gut feeling?
Definition of the red hat Think of Carmen and passion. Gives people permission to put forward their feelings and
intuitions as such, without any need for justification. Intuition Hunches Feelings.
Output of step 5: List of red hats of all participants
Red hat
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Step 7 – Scoring, prototyping & role-playing
Assess and rank options using scorecards of step 3 output of steps 4, 5 and 6
Choose top 3 options and carry-out rapid paper prototyping following IDEO method: Rapidly sketch layout of key materials affected by (re)branding:
business cards, web sites, brochures, PowerPoint presentations, videos, stands for conferences…
Assess prototypes for user experience (first impression, usability, interaction…) considering main “users” such as customers, competitors, business partners and people in difference cultural contexts (French speaking, EN speaking, US, Asia…)
Select top option and carry-out role play (IDEO method) Assign roles of key stakeholders (brand owner / advertiser,
agency, intermediaries, freelance providers…) to group participants and simulate real world situations
Identify any issues and carry-out required improvements
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Before your (re)branding workshop1
2
3
The (re)branding workshop
Post workshop: (re)branding kick-off
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Objectives or post-workshop meeting
Review summarized material from workshop Decide (re)branding project in terms of:
Objectives: short-term, medium-term & long-term Option chosen Start date Tentative budget: effort and money
Formally allocate required resources to proceed define process for following project progress agree project reporting format
Prepare and issue communication required to company personnel on a “need to know basis”
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Practical aspects of post-workshop meeting
Who should participate? Person in charge (facilitation) Company’s senior managers Internal / external advisors
Agenda Review of workshop output (Re)branding project
definition Decisions
Preparatory material Output from workshop Draft project definition
Meeting format Onsite 2 hours Standard business meeting
Expected output Meeting minutes including
decisions regarding (re)branding option & project
Project definition document
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