1. What is your mission?  What are your 3 most important goals?
  2. Why was this company created?
  3. Describe your products or services?
  4. Who is your target market?
  5. How do you want to be perceived by each stakeholder?
  6. What is your competitive advantage?
  7. Who is your competition? Who is a competitor you admire most and why?
  8. How do you market your product/services?
  9. What are trends/changes that affect your industry
  10. Where will you be in 5 years?
  11. How do you measure success?
  12. What values and beliefs unify your personnel and drive their performance?
  13. What are potential barriers to the success of product/service?
  14. Place yourself in future
  15. What would you communicate about your company in three adjectives?

Perceptual Mapping

  • Understanding: Vision, values, mission, value, proposition, culture, target market, segments, stakeholder perceptions, services, products, infrastructure, marketing strategy, competition, trends, pricing, distribution, research, environment, economic, socio/political, strengths/weaknesses, opportunities/threats
  • Clarifying: Core values, brand attributes, competitive advantage
  • Positioning: Differentiation, value proposition, business category
  • Brand Essence: Central idea, unifying concept, key messages, voice and tone

Types of Graphics

Vector graphics Digital images created in drawing applications such as Adobe Illustrator, Macromedia Freehand, and CorelDraw.  Because they are based on mathematically defined lines and curves, they can be manipulated and scaled without losing reproduction quality.  Vector graphics use the Encapsulated PostScript (EPS) format.
Raster or Bitmap Graphics Digital images created, captured, or edited in applications such as Adobe Photoshop.  Because they are constructed as a continuous mapping of pixels, the image cannot be scaled, rotated, or skewed outside of image-editing application without the loss of reproduction quality.
EPS Encapsulated PostScript file can contain vector/and or bitmap graphics.  Preferred file format used for offset printing and with high-end output devices.  Highest quality output and should be used in-house when printing to a printer equipped with or compatible with Adobe PostScript.
TIFF Used for in-house printing when a PostScript output device is unavailable.
GIF Compressed file format used to display graphics and images in HTML for on-screen viewing
JPEG Compressed file format used to display continuous images such as photographs in HTML for on-screen viewing.
BMP A Windows-compatible bit-mapped image file format that allows users to place, view, and laser-print graphics from their desktop.


Leave a Reply

Your email address will not be published. Required fields are marked *