Ann Daly: the coach for ambitious women

Ann Daly: the coach for ambitious women

Updated Nov, 7th 2012

Heyward: Final project (Written)

DRAFT THREE

1.  Objective (What does the brand want to achieve?)

The brand wants every woman to unleash the full force of her ambition.

2.  Target (Whom does the brand want to reach?)

Ambitious women. She’s a professional—likely in law, finance, or tech. A rising star or executive. Urban, highly educated, successful. She is motivated by success, yet she still holds on to being a ‘good girl.’ She finds herself at a turning point (e.g., promotion, boredom, disappointment), and her formerly foolproof ‘good girl’ strategy (i.e., keep your head down and wait for the gold star) doesn’t work anymore. She is stuck at an impasse, and she doesn’t like feeling this powerless. She desperately wants to move forward and feel confident/in control again.

3.  Issue (What core, real-world problem does the brand solve?)

“I’m stuck. I’m confused. I’m doubting myself.”

 . . . and . . .

“I have nowhere to turn, no one to talk to.”

4. Solution (What is the brand idea that answers the Issue, expressed in a clear and compelling statement?)

Clarity is power.

5.  Support (What are the “facts of the case,” eg, the key information?)

PhD, former Women’s Studies professor with national profile. Personalized service, customized process. Using cutting-edge research, deep dialogue, and strategic questioning to create a space of clarity.

6.  Personality (What is the tone?)

Oprah-meets-Gloria-Steinem: Warm-hearted, with a dollop of stone-cold feminist reality.

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Heyward: Final project (Written)

DRAFT TWO

1.  Objective (What does the brand want to achieve?)

The brand wants every woman to unleash the full force of her ambition.

2.  Target (Whom does the brand want to reach?)

Ambitious women. She’s a professional—likely in law, finance, or tech. A rising star or executive. Urban, highly educated, successful. She is motivated by success, yet she still holds on to being a ‘good girl.’ She finds herself at a turning point (e.g., promotion, boredom, disappointment), and her formerly foolproof ‘good girl’ strategy (i.e., keep your head down and wait for the gold star) doesn’t work anymore. She is stuck at an impasse, and she doesn’t like feeling this powerless. She desperately wants to move forward and feel confident/in control again.

3.  Issue (What core, real-world problem does the brand solve?)

“I’m stuck. I’m confused. I’m doubting myself

 . . . and . . .

“I have nowhere to turn, no one to talk to.”

4. Solution (What is the brand idea that answers the Issue, expressed in a clear and compelling statement?)

Clarity is power.

5.  Support (What are the “facts of the case,” eg, the key information?)

PhD. Women’s Studies professor. National profile. Personalized service, customized process. Research-based method.

6.  Personality (What is the tone?)

Oprah-meets-Gloria-Steinem

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1.  Objective (What does the brand want to achieve?)

The brand wants every woman to unleash the power of her ambition.

2.  Target (Whom does the brand want to reach?)

Ambitious women. She’s a professional—likely in law, finance, or tech. A rising star or executive. Urban, highly educated, successful. She is motivated by success, yet she still holds on to being a ‘good girl.’ She’s found herself stuck, and she doesn’t like the feeling. She desperately wants to move forward and feel confident/in control again.

3.  Issue (What core, real-world problem does the brand solve?)

“I’m stuck. I’m confused. I'm doubting myself.”

 . . . and . . .

“I have nowhere to turn, no one to talk to.”

4. Solution (What is the brand idea that answers the Issue, expressed in a clear and compelling statement?)

Clarity is power.

5.  Support (What are the “facts of the case,” eg, the key information?)

PhD. Women’s Studies professor. National profile. Personalized service, customized process. Research-based method.

6.  Personality (What is the tone?)

  • Dynamic/passionate/enthusiastic
  • Grounded/down-to-earth/real/no-nonsense
  • Smart
  • Sense of humor
  • Irreverent/provocative
  • Warm/caring/empathic
  • Inspiring

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[Sorry, I didn't know we needed a photo. I just used this as a placeholder to be able to publish my answers.]

1. In one year, what do you want your brand to be known for?

The place where ambitious women go to kick it into high gear.

2. The people who love your brand most care about:

  • professional success and satisfaction
  • creating a meaningful life
  • women’s issues

3. Your brand is NOT:

  • pink
  • amateur
  • touchy-feely/woo-woo
  • quick-fix
  • hard-sell
  • corporate

4. Above all else, your brand stands for:

Women’s ambition, power, success, advancement.

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