PORTFOLIO OF BRANDS
We first audited all content, then developed a messaging matrix made of 6 messaging platformsA messaging platform for each of the 4 brands, plus a disease education messaging platform and a patient burden messaging platform
We designed and ran a 2-day workshop with global leaders and affiliates from 8 key markets, we focused on the leading portfolio brand: a strategic roadmap exercise and a war game exercise helped us brainstorm strategic and tactical ideas for the brand to overcome some of the key issues it faced, we focused on the portfolio: the objective was to develop a portfolio vision and to review the messaging matrix. We inspired participants with a case study, and used a perception map and “Time magazine cover” exercises to brainstorm vision options. We broke out into mini-groups to collect the feedback on the messaging matrix.
For the workshop, we developedPre-read to prepare and level set participants prior to the workshopAgenda and activities with prefilled strategic tools/worksheets/stimuli Workshop report with recommendations
We leveraged the workshop outcomes to develop a portfolio manifesto, a creative concept for the portfolio campaign, finalize the messaging matrix and develop a full tactical plan for the leading portfolio brand.