The Problem

Buyers have changed their preferences and continue to do so. They want to engage with your company in new ways and through new channels. Brand preference erodes quickly and loyalty is harder and harder to obtain and retain. Revenue growth depends on your ability to know your buyers better than your competitors, and better than themselves.


The Solution

  • Buyer personas
  • Buying process maps
  • Buyer value chain analysis
  • Critical success factors


With this phase completed, it is time to move on to Phase 4: Brand Strategy and Planning.