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Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy by Jennifer C. Wolfe, Anne H. Chasser

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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?

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