Know-How Exchange : Branding

How do you want to position it? Working hands, or luxuriously applied after bathing...or something else? Where would you want to advertise, where/how would you want to sell it? Basically, you've got this thing to sell, now how can your company make money from it? Write that all down in a way that seems to make sense. Then sell the plan. Nobody knows what will actually work.

The info Mike said is important. Gather all of that. Also gather info about where the product stands as a brand. if it is currently being sold, a brand impression exists, so you need to understand that.

I would also look around the web for a "Brand Plan Template" and see what information is often there. Take the info that you have found from Mike's suggestions and then figure out what else you need to find.

Don't worry if you can't fill in all the blanks.Even if this was a true brand plan about to be launched after much research and consideration, it is likely the plan would only feel like it was 2/3rds complete. Nature of the game. And being able to make reasonable conclusions about what is missing is part of what marketers get paid for/what makes better marketers stand out.