the ideal world, we prefer to start with a strategic direction. We
use a strategically targeted, yet surprisingly simple, approach called
the Communication Flightpath.
We customize our Flightpath for
the specific needs of each client and their unique situations.
The Communication Flightpath helps define the process Glennon will use
to solve your marketing problems. This
process identifies consumer perceptions, competitive opportunities and key benefits
specific to your business. Key benefits are then massaged into a strong positioning
which we expose to consumers and then translate
into a creative Ignition document for implementation across the marketing
The Ignition document
contains basic steps that take the key consumer insights, benefits and
positioning and translates them into a set of blue prints to be used
in the development of the creative work.
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