Many of Bugge’s clients ask for a strategic analysis of segmentation, posi­tio­ning and communications in their respective markets. The aim is to create a well-structured and consistent platform for the communication, regardless of the form it ultimately takes – website, concept brochure, sales presentation, DM, ads, newsletters, graphic manual, factsheet or something else. A typical strategy project breaks down in three steps: input, strategy and concepts.

1. Input

The strategy project starts with obtaining information. On the one hand, we need to fully understand the client’s own perspective on the business – ambitions, strengths, weaknesses, market, customers, competitors, internal culture, and so on.

We do this by interviewing a number of key persons in the client’s organization (or bringing them together for a workshop).

Then we add a corresponding external perspective, by interviewing representatives of the client’s target audiences (primarily customers and prospects), as well as industry specialists and market observers.

We also study all kinds of relevant information made available by the client – for example, market overviews, competitive information, trade press, industry analyses and market plans.

2. Strategy

Next, we proceed to analyze and compile the information obtained during the input phase in order to draw the right conclusions regarding brand, identity, positioning, and communications.

We document our observations, interpretations and recommendations in a comprehensive strategy document. We also produce a PowerPoint version of our proposal for presentation purposes.

3. Concepts

The strategy normally leads to a proposed communications plan, covering for example the next 6-12 months.

In addition to describing and evaluating suitable communications tactics, we can also show a number of “creative concepts”  in the form of sketches of what the proposed tactical material might look like physically.


If the client wishes, Bugge can handle production of the tactical material. We cooperate with savvy art directors, photographers, graphic designers, web specialists and printers.

Schedules and costs

For steps 1-3 we always submit firm quotes and realistic schedules. The same is true for any production we undertake.


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