This week was all about the inputs. Now that we have a good game plan down, a lot of this week was spent crunching numbers, building a compelling case, weaving a narrative, and preparing to put it all together into our brand equity pyramid. We were one man down this week, and with Emily out, it threw off our team's balance a little, but we're still chugging along. We have another meeting with our client scheduled for Monday where we plan to show her the secondary research that we hope will help increase the importance of leadership training for new category users and I'm excited to show her results from our mini research project where we sussed out the downstream effects of LC's leadership training. It turns out, clients are really happy with it and it gets results, so it's not hard to be thrilled to build a brand for a worthy client who has a quality product that serves many other worthy clients.
One thing I noticed this week as I added some slides to our deck was how nominal, but potentially game changing information presentation can be. We know the content of our message, but we have to decide the best way to present it: promotion or prevention. Promotion is basically saying "leadership training enhances/builds/increases/boosts (fill in the blank with whatever positive verb) your non-profit's management team, hence makes your cause more impactful". Prevention, on the other hand, is basically saying "without leadership training, your organization will remain mismanaged and your cause is doomed to crash and burn" (don't worry, the final message will be much more refined than these, but you get the idea). This is where it feels like understanding our customer plays a huge part in the success or failure of the brand and its message, but is it a case of six one way, half dozen the other? Or does it really matter and if we pick the wrong frame, will it stave off potential clients? TO BE CONTINUED.
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