Zweck Analysis®

DISCOVER YOUR WHY //

Internal Analysis

The first in a four-step process, our in-depth Zweck Analysis® occurs here and helps Vive gather meaningful bits of info that help shape your story and begin building your brand identity.

Help me build my brand

// discover your why

External Analysis

In the second step, Vive conducts personal customer phone interviews and then holds a collaborative, engaging workshop onsite with members of your leadership team to review the results.

what are my customers saying?

// discover your why

Develop A Marketing Message Platform

Here we take the ingredients from the first two steps and mix them together, creating a concoction that ends up as a delicious, easily digestible marketing message.

This serves as a foundation for future content.

Help me craft my brand voice

// discover your why

Sales & Marketing Alignment

Finally, our goal is to align your sales and marketing teams. We’ll lay out the groundwork for content creation and plans for building success.

Vive believes brands are built by hammering home consistent messaging.

help me share my message

Generate Awareness

Sometimes just talking aloud in a group setting can bring forth concepts and ideas that would’ve never blossomed elsewhere.

Identify Characteristics

The Zweck Analysis^® hones in on key brand characteristics that help differentiate your brand from your competitors.

Implement Customer-Driven
Voice

Every company needs a boilerplate – approximately 100 words or less that serve as your elevator pitch. Think press releases, LinkedIn profiles, trade show directories, etc.

Chat with Customers

Our secret blend of thoughtful and engaging questions helps us identify what your customers believe to be your strengths and weaknesses.

Find Differentiation

Feedback from the customer interview process combined with aspects of the internal analysis lets Vive witness the cream rising to the top.

Report Authentic Findings

In an on-site meeting with leadership, you truly learn how you’re currently being perceived by your customers. This step is crucial AND fun.

External Analysis

Develop a Marketing
Message Platform

Combine Feedback

Taking the internal and external analysis, Vive creates your go-to verbiage that perfectly describes your company in a nutshell.

Establish Foundation of
Communications

Once developed, your unique marketing message platform is implemented throughout all media channels with a consistent voice. Don’t speak out of both sides of your mouth!

Highlight Unique Differentiators

If you omitted your company’s name from your boilerplate, would you still know it’s you? The difference between good and great lies in a marketing message that is distinctly different than your competitors.

Build a Tailored Marketing Approach

This is where the fun begins! All the hard work we put in during the first few phases finally begins to pay off when Vive builds marketing materials based on your new messaging.

Reinforce Consistent Brand Messaging

Whether it’s the web, social media, a printed piece of collateral, an advertisement, or anything else you can think of – your message remaining consistent will build trust in your brand.

Manage Brand Perception

See above. Consistent messaging means YOU dictate your brand perception, every day, building equity in your brand.

Sales & Marketing Alignment

How Has Our Process Helped Others?
Take a Look.

"Great teamwork goes a long way! This was transparent during our strategic onboarding with the Zweck Analysis^®. We enjoyed the Vive team's energy and expertise as we exercised this thorough workshop which represented a deeper dive into our organization to understand our purpose for being in business -- our why."

Ron Ringleben

VP of Business Development

"Conair engaged with Vive as its primary marketing partner for several years. Vive came to Conair's offices and led several exercises including a Zweck Analysis^® to give us an idea of our true purpose for being in business and what our brand means to our customers and in the market."

Sam Rajkovich

Vice President, Sales & Marketing

"With assistance from Vive Marketing, we have experienced measurable success due to their strategic marketing plan and deliverables. Through Vive’s Zweck Analysis^® and branding exercises, we defined our brand and core competencies to promote within the plastics industry.