Baseline information for Discovery phase

Prior to any interviews, gather information from the following documents:

  • Mission
  • Vision
  • Values statement
  • Value proposition
  • Organisation chart
  • Strategic planning documents
  • Business plans
  • Marketing plans
  • Annual reports
  • Existing Marketing research
  • Cultural assessments
  • Employee surveys
  • CEO speeches
  • Press releases
  • News clips
  • History
  • Domains
  • Intranet access

Alina Wheeler: Designing Brand identity, Hoboken (2013)


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