Client Business Checklist

What it is:

A review of the client's resources, client's intent, and product characteristics.

What its for:

To help you understand the client's current role/feelings about the brand.

How to do it:

With account management, dig into the client's capabilities.

Checklist:

• What is the brand's financial position? What resources are available?
• How important is the brand in the client's business?
• Is it a star, a cash cow, a non-entity?
• What manufacturing/service abilities affect the brand?
• What is the position versus competitors?
• What marketing resources are available? How are they currently used?
• What technical/development?
• Overall satisfaction/dissatisfaction with business performance?