WINGS FOR PROFIT - THE STRATEGIC FOUNDATION
Purpose
W4P defines the strategic foundation of every brand we partner with. It helps businesses answer four essential questions that determine long-term success:
- What is the Obvious Emotional Truth (OET) my brand must own?
- Hence, what business am I really in?
- What is my Shareable Branding Idea (BI)?
- What is my Brand Flight Mappppppp (BFM) — the actionable policies for Product, Pricing, Packaging, Placement, Purchase Experience, Prosumer, and Promotion?
The W4P process ensures every brand is not built on opinion, but on emotional and behavioural truth — converted into profitable opportunities and a shareable idea that guides all future decisions.
The Four Stages of W4P
Bird's
Eye View
A half-day workshop where we engage with your leadership to understand the business, industry, competition, and engagement objectives.
Output: Bird's Eye View Summary defines business context, expectations, and scope for the W4P assignment (8–12 weeks).
Brand
Challenge
A 3 to 4 week phase of deep exploration interviews, customer insights, competitor scans, and sales observations to uncover where profit lies and what emotional drivers define future growth.
Output: Brand Challenge Report maps profit opportunities, emotional drivers, and white spaces.
Brand
Wings
We test emotional hypotheses to define your brand’s One Emotional Truth (OET). This is distilled into a Shareable Branding Idea (BI)—a simple, potent concept designed for maximum reach.
Output: The Brand Wings Document
A comprehensive guide capturing:
- The Core: The OET and the "business you are really in."
- Value Props: Your brand’s emotional and rational benefits.
- The Profile: Target mindset and brand persona.
- The Execution: Branding Idea objective and the final Shareable BI.
Brand Flight
Mappppppp
Your Branding Idea must shape everything you do.
We create actionable policy recommendations across 7 Ps of Brand Behaviour: Product | Pricing | Packaging | Placement | Purchase Experience | Prosumer | Promotion.
Output: Brand Flight Mappppppp (BFM) a strategic guide that ensures your Branding Idea is lived through behaviour, not just communication.
Bird’s Eye View
A half-day workshop where we engage with your leadership to understand the business, industry, competition, and engagement objectives.
Output
Bird’s Eye View Summary defining business context, expectations, and scope for the W4P assignment (8–12 weeks).
Brand Challenge
A 3 to 4 week phase of deep exploration interviews, customer insights, competitor scans, and sales observations to uncover where profit lies and what emotional drivers define future growth.
Output
Brand Challenge Report mapping profit opportunities, emotional drivers, and white spaces.
Brand Wings
We test emotional hypotheses to define your brand’s One Emotional Truth (OET). This is distilled into a Shareable Branding Idea (BI)—a simple, potent concept designed for maximum reach.
Output
The Brand Wings Document
- The Core: The OET and the “business you are really in.”
- Value Props: Emotional and rational benefits.
- The Profile: Target mindset and brand persona.
- The Execution: Branding Idea objective and final Shareable BI.
Brand Flight Map
Your Branding Idea must shape everything you do. We create actionable policy recommendations across the 7 Ps of Brand Behaviour.
Output
Brand Flight Map (BFM) - a strategic guide ensuring your Branding Idea is lived through behaviour, not just communication.
Principles of W4P
Outcome:
A structured foundation ready for design and communication, ensuring your brand is emotionally grounded, strategically clear, and commercially successful.