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Marketing and brand management and advertising consulting and training for small business and retail

Bringing Brands to Life

How Does BrandAlive™ Work?

Lumena's BrandAlive™ Brand Management System is comprised of disciplined products that cover Strategy, Planning and Execution. Products can work either Individually or in Packages for Brand Launch, Brand Invigoration, or Retail Category Management,  and apply to any type of Brand - Corporate Brands and their Sub-Brands, Individual Product or Service Brands, Retail Private Label Brands, and even Personal Brands - helping individuals define and bring to life their professional brands. Explore our Products below. 

 


Starts with a Customer Proposition - what your brand uniquely stands for in the mind of your target customer

• BRAND STRATEGY
  • BrandLaser
    BrandLaser
    • Customer Proposition - a focused definition of what you uniquely offer to your target customer
    • streamlined model - proposition & internal vision/values/mission combined
    • includes New Product Development
  • BrandWheel
      <
    BrandWHEEL
    • identifies a top priority action per company area, required to deliver the Customer Proposition and drive value for customers

• RETAIL CATEGORY STRATEGY
  • Category Strategy
    CATEGORY STRATEGY
    • for retail companies selling categories of products or services through their own locations or direct to consumers
    • category structure for all retail categories, or strategy for individual categories
    • Includes private label development

• SUPPORT- RESEARCH, METRICS
  • Market Research
    MARKET RESEARCH
    • customer-oriented market research
    • e.g.'s category usage & attitudes, customer unmet needs, consumer insights, concept testing, brand awareness/equity, and more
    • market assessments and competitive reviews
  • Metrics
    METRICS
    • Brand Scorecard - with metrics to track organizational progress on bringing the Customer Proposition to life
    • Brand Equity - tracking success of building brand awareness and image

What Marketing and the Organization have to do to bring the Customer Proposition to Life       

• BRAND PLANNING
  • BrandMap
    BrandMap
    • a Marketing Plan including organizational actions to implement the Brand Strategy & hit financial targets
    • based on actions that deliver proven value drivers and grow customer acquisition & retention
  • BranDefense
    Brandefense
    • a Marketing Plan including organizational actions tailored to defending your business against a major competitive entry
    • proven tactics unique to a market shake-up from an aggressive new competitor

• RETAIL CATEGORY PLANNING
  • Category Plans
    CATEGORY PLANS
    • for retail companies selling categories of products or services through their own locations or direct to consumers
    • a merchandising & marketing plan for all or a group of categories, or a single category

• SUPPORT- PROCESS, STAFFING
  • PLANNING PROCESS
    PLANNING PROCESS
    • a process for annual market planning, integrated with the organization and existing financial planning
    • for retailers, includes integration of Marketing and Category Management Planning
  • Marketing Hiring
    MARKETING HIRING
    • relative to priorities, an identification of gaps in marketing employees or marketing partners/agencies, and assistance with employee hiring and/or partner/agency search

Leadership or Support for executing and tracking any portion of Brand Planning            

• BRAND EXECUTION
  • BrandAction
    BrandAction
    • working with existing partners or bringing partners in, to help execute any element of Lumena's Marketing Plan
    • we provide support in the following areas:
           Brand Identity & Design
           - Brand Naming
           - Logo and Package Design
           - Advertising Creative Design            Advertising & Promotion
           - Advertising Campaigns & PR
           - Consumer & Trade Promotions
           - Lead Generation
           Website
           - Website Development
           - SEO & SEM
           - Online Advertising
           - Social Media
           Loyalty Programs
           - Rewards programs for customer
            retention
           Pricing
           - Pricing Plan Execution

    • • RETAIL CATEGORY EXECUTION
    • Category Execution
      CATEGORY EXECUTION
      • for retailers, help executing any element of Lumena's Category Plan
      • we provide support in the following areas:
             Buying
             - Line Reviews and Product
               Procurement Execution
              Store Merchandising
             - In-Store Merchandising
               Programs Execution
              Category Marketing
             - Category Marketing Execution

• SUPPORT- ANALYTICS, EVALUATION
  • PROGRAM EVALUATION
    PROGRAM EVALUATION
    • initiative business cases
    • initiative success tracking
    • program post mortems
  • CUSTOMER ANALYTICS
    CUSTOMER ANALYTICS
    • analyzing customer data, and developing insights on behaviour, to drive customer acquisition, retention, and cross-sell/up-sell programs
    • building a customer analytics capability including database and analytics management


 

 

Lumena is not a typical consulting firm. We go beyond projects to offer tangible products that you can permanently leverage. Not only do they drive momentum for your brand, but our system ensures that once we are gone, you have the ability to execute Brand Management, and, if applicable Retail Category Management, on your own. Lumena's advantage, BrandAlive™, is driven by three pillars.
Explore the links below to find out more about Why BrandAlive™ works.

Lumena Advantage - Brandalive™








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