A conversation
before the brand.
This is the EDAS Digital strategic briefing. It is not a long bureaucratic form: you answer one thing at a time, at your own pace, and you can leave and come back whenever you want without losing anything.
- Questions
- 85
- Essential
- 73
- Sections
- 13
- Time
- 60–90 min
- 01
Project scope and identification
understand the context of the decision, what is being built, why now and who needs to be aligned.
- 02
History, leadership and personal moment
identify the origin, the moment the leadership is living and the boundaries between person and company.
- 03
Business, portfolio and product
translate the business into real offers, priorities and delivery capacity.
- 04
Audience and life context
understand the circumstance in which a person is looking for progress and what is at stake in that moment.
- 05
Buying decision and real evidence
replace assumptions with sales, conversations, reviews and observed behaviour.
- 06
Market, category and competition
understand the real context of comparison and the space for differentiation.
- 07
Positioning and value proposition
condense audience, context, difference and proof into one strategic direction.
- 08
Essence, culture and principles
turn abstract values into observable decisions and behaviours.
- 09
Archetypal territory of the brand
raise hypotheses about the role, motivation and narrative behaviour of the brand.
- 10
Personality and voice
translate the archetypal direction into presence, language and repeatable decisions.
- 11
Narrative, messaging and content
connect promise, doubts, proof, language and story.
- 12
Brand experience and consistency
make the promise visible in delivery, service and the details of the experience.
- 13
Goals, metrics, constraints and inputs
turn intention into criteria to decide, track and protect the project.