Know-How Exchange : Branding

I'd start with a SWOT analysis, then move to segmenting your target audience. Spend a lot of time probing the attitudes, values, habits/practices, etc. of your best customers. Get the key segments as well defined as you can.

Then move to the value proposition ... why do people buy your product(s)? What need does it satisfy? Is it the same for all segments? Do you need one brand or multiple brands? What would the difference be (as perceived by customers)?

Then see if you can develop (as a group) positioning statements that really express the essence of each brand, and that clearly differentiates the brands from each other.

Along the way, you'll find a lot of areas in which you're lacking the information you need. Keep a bucket list for the things you wish you knew, and later see if there are ways to collect that information. You don't want to build a brand foundation on mushy footing. Brands exist in the minds of your customers, not in the boardroom or the executive committee.

If you can do that much, you will have gone beyond what 90% of companies have done. Sounds like a great 2-day, off-site meeting!