Best Practice Report

Inside The Brand Lifecycle Framework: Discover

January 1st, 2018


Discovery is the first phase of a brand strategy initiative as depicted by the Brand Lifecycle Framework. During discovery, the brand team leads an intensive effort to understand the awareness, perception, and preference components of brand health. Discovery includes qualitative and quantitative research across internal and external audiences.

The Brand Lifecycle Framework is a tool that B2B organizations can use to understand how individuals experience their brand and whether new approaches are needed to adjust that experience (see Introducing The Brand Lifecycle Framework). During discovery — the first phase in a brand strategy initiative — the organization gathers insights that enable the brand team to make informed decisions when executing subsequent brand development activities. In this report, we describe five sets of actions to take during the discovery process, including qualitative and quantitative research that can be conducted across key audiences.

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