The “branding process” creates brands. ConcentrateSM puts them to work in the marketplace. Strategically and responsively employing the brand on emerging opportunities – to grow market share and build revenue now – requires a different mindset. Concentrate – our strategic planning approach – guides that mindset to action.
In a constantly changing world, opportunities arise constantly.
Change causes opportunities to come along that fit with a brand’s particular situation, direction, character, time and place. There is a need to act, employing the brand basis as guidance, yet focusing on the specific business and revenue building opportunity when it arises – or before.
Brand Basis 
Concentrate
- Who we are.
- Who we serve.
- What we stand for.
- How can we benefit next from “who we are?”
- Where/how do they need us now?
- What is it doing for us today…tomorrow?
Concentrate is a way of looking at your business or brand that says, “We know who we are and what we stand for. What specific opportunities demand attention right now, and action soon?”
Perspective: Find business building opportunity where it exists:
- Business trends
- Consumer/customer mindset/interests
- Geographical trends
- Message targeting
- Product/service developments
- Seasonal trends
- Selling channels
- Social trends
- Supply chain & distribution issues
Process: A planning process that begins with the brand story, looks for opportunities consistent with it, and identifies strategies for achieving them.