Because a successful brand’s path is marked with complicated turning points, CBA developed its Crossroads Protocols to help marketers navigate particular situations
When the crossroads concern:
- Repositioning/ revitalizing
- Defining what you stand for
(internally or externally) - Aligning disparate SKUs
- Creating a new playing field
When the crossroads concern:
- Fodder for creative and strategic teams to build on
When the crossroads concern:
- Lapsed use
- Aware non trial
- Shifting unbranded recos
- New technology
- New rules/ entries
- KOL about face
We offer:
Target Catalyst Studies
A funneling process that identifies the higher order pursuits and values to harness as connections between your target and your brandWe offer:
Imagery & Attitude Palette
A prisming technique that pools out insightsWe offer:
Pivotal Juncture Mapping
Finds and fixes the detours from consideration to trial to commitmentDetails the junctures where decisions about your brand are made. Finds opportunities to shore up target conviction at those points where it’s vulnerable
