The Exploration Phase is where we begin to understand the target mindset and determine key trigger points. This allows for the design of insight-based brand development materials that directly feed the Brand DNA Mapping and Communication Architecture. Trend, consumer and target exploratory work will be done in this phase and can be obtained through proprietary or secondary information. A full brand review will be completed to understand the history, trends and current state of the brand including product development, past marketing successes and failures and up to date financials. During this phase, budgets get layered into the process.
