BrandMap

A lightmap is a plan for achieving the brightness of surfaces in 3D graphics. Lumena’s BrandMap is the Plan needed to both bring your Customer Proposition to life and ultimately hit your financial targets through driving brand value for customers, which in turn drives customer acquisition and retention.  BrandMap is a focused and prioritized  action plan for Marketing and the Organization, the details how to bring a Customer Proposition, or BrandLaser, to life.  It creates a well lit path, over a 3-year and/or 1-year window. To make larger initiatives feel achievable, we can break down priorities into smaller ‘flares’ of activities,  so you can acquire quick wins along the way.

Our BrandMap product stands out from all the rest because it is built around what is proven to drive brand value for customers, and what we know drives your financial targets, namely customer acquisition and retention. Also, while its root is a concrete Marketing Plan, it goes beyond Marketing to ensure that the entire Organization fully actions the Customer Proposition. It builds on, but goes deeper than, our BrandWheel product, to articulate actions by area over 1 Quarter, 1 Year, and 3-Years. having this plan will ensure that customers experience your Customer Proposition through every interaction they have with your company – through every marketing activity, but also through every other area or point of contact.

A prioritized Brand Plan that brings the Customer Proposition to life over a 3-year, 1-year and 1-Quarter period, that includes:

1. Previous Year Business Review that identifies what worked and what did not
2. Marketing Plan Component – linked to financial targets for you business, through targets for customer acquisition and retention, and brand equity, the Marketing Plan will cover off areas such as advertising, internet,  promotion, loyalty, media planning and pricing.
3. Organizational Plan Component – this will provide the action plan for all areas of the organization, not just marketing, to bring the Customer Proposition to life and drive customer acquisition and retention. Examples areas could include product development/assortment, sales, customer service.