Integrated Brand Building Model (IBBM) Playbook
Powering Consumer-Centric Brand Building
Objective:
Working alongside the Innovation and Portfolio teams, we supported the launch of Imperial’s transformational IBBM (Integrated Brand Building Model) – responsible for driving growth through consumer-centric brand building across Combustible and NGP portfolios.
How We Did It:
To efficiently on-board global portfolio managers and connected teams, we leveraged an interactive playbook as the ‘How to Win’ guide for IBBM activation, clearly embedding the why, when, and how to get started.
Persona Creation using AI
Deliverables:
By consolidating multiple sources of reference material, the playbook demonstrates our best practice approach to distilling complex information into highly engaging, easy-to-action content. The IBBM’s three pillars are presented with clarity before equipping the user with a dedicated ‘How to Win’ strategy – personalised for each stage of the Yearly Brand Building Cycle.