The BOM Planning Process

The BOM Planning Process uses Thought Incubation to provide a framework and direction to your planning:

• from understanding the issues and opportunities that are critical to your business
• to developing and delivering unique, highly effective solutions. 

BOM's six-stage Thought Incubation planning process:

1. Brand Inventory homework exercise:  what are the personal, group, product/service and marketplace elements that comprise “who you are” and “who you want to be”
2. The Initiation Workshop: working through the Brand Inventory to identify and prioritise the issue(s) and opportunity(ies) that are critical to your business, brand or product.  Bottom-line focused objectives are set through a visualisation of your current and desired market environment, customer base and competitive positioning.  This two-hour workshop lays the foundation for and focuses the entire process.
3. Objectives, Priorities and Brand Proposition: based on the output of the Initiation Workshop BOM provides business-focused marketing objectives, and a proposed brand identity brief (brand name/personality and proposed brand proposition) – the clear, concise encapsulation of what you do (the facts) and who you are (culture/personality – the real differentiator).  With client confirmation of accurate capture of objectives and priorities and sign-off on the brand identity brief (which may go through 2 or 3 iterations), we proceed to the next step.
4. The Thought Incubation Workshop:  focuses creative thinking around your issue(s) or opportunity(ies) and openly explores different perspectives and approaches towards solutions from the unique perspectives of each key external stakeholder group.  The result of the workshop is a selection of potential directions to explore and/or solutions that address the business objectives.  Depending on the nature of the outcome, there may be a client homework assignment following this exercise, e.g. related to developing depth of thought related to the potential approaches and solutions.
5. Thought Mapping and Feasibility:  following both workshops, BOM works through the Thought Incubation Workshop outcomes and aligns them against the objectives and insights from Step 3.  We then assess the feasibility, simplicity, requirements for implementation, vendor requirements, and costs for the proposed solutions to determine if they are practical within the time, resource and financial constraints of the client.
6. Final Output:  delivery of a final brand identity brief (name, proposition, tone) and concise strategic marketing proposal, inclusive of budgets, role and responsibility definition (internal staff and external suppliers) and timelines.