Rightly Imagined Future.
When a client wishes to revisit its brand positioning or launch a new subsidiary that is to be branded differently from the parent, we use our Rightly Imagined Future (RIF) process as the first step in the branding/rebranding process. Once the RIF is complete, we use P is for Brand to discover and define the key ingredients we need to build or rebuild the brand.
What is a RIF? It's an imagined future that can rightly be described as one that will by its definition benefit an organization's success.
The process begins with imagining something years into the future—something you intuitively know that, if it came true, would be a really great achievement and bring great rewards. An excellent example of a very well known RIF is when President Kennedy announced in 1961 that America would put a man on the moon by the end of the decade. That RIF came true in July 1969. When JFK wrote it, the technology to enable it did not exist.
Here's our RIF checklist
- Intuitively good
- Benefits are clear
- Is it remotely feasible?
- Consistent with pre-existing brand elements
- Would it risk any brand principles?
- Can its potential reward be clearly perceived without specific calculation of the financial benefits?
P is for Brand.
motum b2b first used the P is for Brand approach on a brand self-discovery mission when we decided to become a pure play business-to-business marketing consultancy. Our inspiration came from Take a Stand for Your Brand by Tim Williams of Ignition Consulting.
We have since adapted the process to use it for any B2B organization. The Ps we discover and define are Purpose, Positioning, Promise, Principles, Product, People, Process, Practices, Place and Profit.
Clients often ask "why is Profit the last P we address?" If you discover and define the first ten Ps honestly and accurately, the eleventh will follow.
- B2B purchases are made by procurement teams or specialized committees that are unreachable unlike purchasing managers
- Many of those groups are mandated to specify only function and/or performance
- Getting your brand on the specification appears impossible