Strategy

The advisory value of communication agencies has declined significantly over the years. They have become creative execution agencies, driven by the pursuit of ‘always more.’ Stripped of their substance and purpose, they are stuck in a vicious cycle of shrinking margins.

This is why miind puts advice and strategic thinking back at the core of its offering by developing a unique funnel-based methodology, regardless of the challenge—branding, digital, or advertising.

Identify target audiences and their expectations 

The starting point for miind is analyzing the target audiences and their expectations. These are the well-known personas used in UX to enhance website navigation. However, defining personas goes much deeper, helping to identify expectations in terms of behaviors, messages, and communication tools. This is the only way to craft responses that truly resonate.

Define the messages 

After identifying the expectations of target audiences, miind formalizes the different levels of messaging. These levels are arranged on a communication scale, from vision (why) at the top to mission (what) at the bottom, with functional and emotional benefits in between. This formalization enables us to choose a communication angle that guides all subsequent actions. Like an impressionist painting, each point contributes to the overall picture.

Define the tools

Finally, once the messages are set, it’s time to formalize the tools needed to deliver them. These tools must be organized coherently within a framework that aligns with the available resources and is scheduled over time through a communication plan. This tool, along with the ladder, forms the foundation for the execution work that can begin. They are the building blocks on which a solid structure can be built.