Company and brand
Company overview? (Revenues, staff, geographies etc.)
• Brand values
• Brand personality
• Brand positioning statement
• Vision and mission
• Histrionics and idiosyncrasies
• Perceptions (Is the perception different to the reality?)
Provide an overview of the market with a brief history
• Are there any relevant trends that could influence our response?
What region/key territories are we to communicate too? (e.g.: EMEA, APAC, NA, CALA, Swindon etc.)
• Are there any key geography idiosyncrasies that could influence our response?
Please list your main competitors and your ranking
• Do you have examples of competitor activity?
• Do you have a ‘competitive product/service analysis’?
Target and audience
Who are we talking to?
• Age, sex and demographic
• Attitude, position and ambition
• Job function and job titles
What is target audience’s current perception? (Both rationally