QUICK BUSINESS & BRAND ASSESSMENT

Quick Business & Brand Assessment (QBBA) is essentially a diagnostic tool to quickly verify the coherence of the corporate strategy with the brand management and organization.

It often represents the first step to approach one of the Total Brand Experience projects. It can be particularly useful when the specific needs of the customer are not clear yet. For its purpose and its structure, this project also has the advantage of being fast and inexpensive.

QBBA provides quick responses to the following questions, highlighting issues and outlining the key areas for action:

1 . What are the macro-processes critical to the implementation of the corporate strategy ?

2 . What is the most appropriate organizational model to support processes ?

3 . Is the brand really in the center of business management ?

4 . Are the publics of the brand correctly identified end effectively addressed?

5. Are the values of the brand clearly defined and stated ?

6 . Are these values consistent with the strategies ?

7 . Are the values communicated through representations able to provide sound differentiation ?

8 . Is the brand communicated “by experiences” in order to ensure the full involvement of the publics ?

9 . Are the various business activities exploited to also communicate ?

10 . Are management initiatives and staff behaviors consistent with the values of the brand ?

QBBA, investigating issues crucial to the success in the current competitive environment, weighs, from the proper perspective, the foundation of the company and its strategies .

QBBA, therefore transcends its "diagnostic” dimension, to become a real moment of reflection and of strategy reorientation.