Brand strategy

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Running a discovery session

Lesson 20 of 20 in Brand strategy.

How To Run A Brand Discovery Session · Brand Master Academy
Lesson

Discovery is where a studio finds out what the client actually believes, which is usually several incompatible things held by different people who have never compared notes in a room.

who is it for1what do they think now2what should they think3why would they believe it4what are we making5a brief that cannot answer the second one is a wish list
The five questions a brief has to answer before anyone opens a file.
An ink drawing of a meeting room wall of sticky notes sorted into three columns above a heap of discarded notes, two people pointing at different notes while a facilitator writes on a clipboard.
Forcing a choice of three notes brings the real disagreement into the room.
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  1. Question 1, locked

    Before a discovery workshop, why spend half an hour with each senior stakeholder in private first?

    • Private interviews take less time, which leaves more of the day for the exercises
    • In a room people converge on whatever the most senior person said first, so the disagreement you need goes underground
    • A group session cannot produce a decision log, and the log is the day's most valuable artefact
    • People are more candid when the conversation is not being written down
  2. Question 2, locked

    Which of these words means this? “The structured conversation that gets what the client knows out of their heads and onto a wall.”

    • Discovery
    • Demographic segmentation
    • Adjacent competitor
    • Share of voice
  3. Question 3, locked

    Which of these words means this? “One person at a time, in private. Produces different answers from a group.”

    • Meaningful differentiation
    • Stakeholder interview
    • Greenwashing
    • Purpose-washing
End of Brand strategyMembers onlyNow play it5 games from this module at four levels, and a stamp for your ticket book.

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