Know your consumer

What drives them everyday?

Understand your consumer’s personality and culture

What is happening in your consumer’s marketplace and how does that influence them?

What makes your consumer tick and motivates their behavior?

You have to assist your consumer in doing more and getting more

What is the biggest impact your brand can make on the consumer?

Definitive objectives will keep you hyper focused

What does success look like and how can it be measured?

This is an opportunity to innovate

Are they real actionable steps you can take?

They have to be sharp and everything must feed in to the strategy

Tactics can be mind blowing, but they have to align

Resources are everything and you cannot achieve anything without them, so identify them early

Product should always be a driver.

The best planned journey tracks the consumer emotions you want to evoke

You have to know what you need and when you need it throughout and remember the journey should never completely end

They help you map the right tactics to utilize at the right time

They need to be short actions that are creating new moments or happening naturally (inspire, communicate, launch, inform, etc.)

What is the most important thing the consumer will remember?

Envision exactly what they will say