process

Compelling solutions result when superb listening is coupled with insightful understanding.

From brand creation and development to the repositioning of a successful brand, 800 Degrees delivers. The firm’s four-step process has been proven effective in all major industries and business sectors.

The Blueprint Model

This proven approach allows us to identify, inventory, and ultimately to shape brand characteristics. This process probes and exposes how stakeholders, internal and external, currently perceive a brand, as well as market opportunities for a new brand.

It uncovers hidden strengths and clarifies opportunities. It exposes weaknesses, as well as competitive and other market threats. It sets the stage for consistent, relevant messaging.

One: Discovery. Gather information from key constituencies: customers, internal stakeholders, senior management, Wall Street and the competitive marketplace. Compile qualitative and quantitative research. Review marketing, electronic, corporate and published works.

Two: Analytics. Examine findings to identify trends and contradictions. Scour research to analyze implications. Begin drawing conclusions. Then thoughtfully sort findings within four critical components:

Brand Difference
Brand Relevance
Brand Credibility
Brand Stretch

Three: Opportunities & Recommendations. Following Discovery and Analytics, identify appropriate next steps in five key areas.

Management Audit
Competitive Audit
Customer Audit Trends
Audit Business

Audit Four: Brand Blueprint Creation. Finally, articulate a specific Brand Blueprint which includes vision, mission, values and positioning.

This model precisely integrates independent analytics, intuition, objectivity and creativity. Its findings will sufficiently arm Management to move confidently forward with any branding initiative.

The Naming Blueprint Model

Effective names aren’t created in a vacuum, but as part of a holistic branding strategy. The Naming Blueprint Model offers a consistent process, affording companies greater effectiveness, economies of scale and simplicity when developing a brand.

The 800 Degrees Naming Blueprint Model is a seven-step process.

• Step 1: Architecture & Naming Strategy Workshop A structured session establishes direction for the process. Examines segmentation, lifecycle, pipeline, competitive landscape and overall brand role.
• Step 2: Offering Assessment Key differentiating points, business strategy, marketing plans, competitive positioning and other pertinent criteria are reviewed;
• Step 3: Naming Criteria Determine name and word types; e.g. associative vs. descriptive and coined vs. dictionary; Outline name mechanics; e.g. root origin, language markets, syllable count, trademark classifications and domain name requirements
• Step 4: Name Creation Generate a long and varied list of name candidates based on established criteria
• Step 5: Legal Screen Conduct a preliminary trademark screen for identical and near-identical marks in the relevant trademark classes of the U.S. Federal, State and European trademark registers.
• Step 6: Presentation and Selection Present and select those names that survive trademark screening and best satisfy the Creative Brief
• Step 7: Trademark Filing File a trademark application and secure the selected name.

The 800 Degrees model provides clients a process that:

• Supports the brand strategies and brand architecture
• Aligns naming activities with time-to-market processes
• Increases simplicity and efficiencies in brand launches
• Improves differentiation among offerings while clearly establishing relationships among similar products.