Having worked with the client for over two years, Sparkr had developed a reputation for penetrating strategic thinking. The client sponsor, then VP of Brand Development, and his manager, SVP of Marketing Communications, were confident that Sparkr could bring the intellectual rigor that Comcast needed to develop a truly compelling and unique Web strategy.
Our scope of work involved four milestones:
Describe a compelling and evolved brand position.
Create a destination for the brand based on quantitative metrics and targets.
Express the brand vision across multiple customer touchpoints.
Provide a framework for brand ‐driven decision-making for the whole organization.