Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy

Appendix D. Sample Questionnaire for Planning Sessions

• What is the problem and opportunity being presented to the company or that you are facing?

• What internal resources are available or not available?

  • Strengths

  • Weaknesses

• External Factors Influencing the Company

  • What government/regulations are impacting the business and this problem or opportunity?

  • How is the economy/access to capital impacting the business and this problem and opportunity?

  • What cultural/societal issues will impact the business and this problem and opportunity?

  • What technological changes or issues will impact the business and this problem and opportunity?

• Competitive Analysis

  • Who are the traditional competitors?

  • Who are nontraditional or indirect competitors?

  • What concerns you most about competitors?

  • What concerns you least about competitors?

• Market Analysis

  • Who are the stakeholders (customers, consumers, employees, shareholders, other owners, vendors)?

  • What do they want and need and why?

  • What is their daily experience like?

  • How do we know?

• What will mean success in quantitative and qualitative means to you?

• What are your goals for this problem/opportunity?

• What are your concerns about this problem/opportunity?