December 2011
Beginner to intermediate
264 pages
6h 42m
English
The list below highlights the basics of determining what matters to your brand, and it should serve as your guide. Start by framing what you know about your buyers, how the brand incident affects them, and what you still need them to learn. Then, address all of your key markets (e.g., prospects, customers, vendors, employees) and influencers (e.g., the media, trade and advocacy groups) using this process.
Based on your situation, you may want to add other elements. The process should be a mix of qualitative and quantitative research. If you have the resources, you may want to consider adding an outside research group to your team. If not, leverage the web, social media, customer feedback channels, ...