This process started with choosing a brand that was having a hard time. 
After digging deeper into the situation with a little help from social channels, online buzz and company statistics to find the core problem, a "how do we" statement was formulated. 
Using social listening and secondary data sources like Mintel and Simmons OneView, 20 insight decks in the categories culture, category, consumer and company were created from which a intersectional strategy was developed. From the developed and revised strategy and the brand itself a target audience was identified. Based on that target and with data from secondary sources and social, a persona and costumer decision journey was added to the strategy. 
The final addition was a channel plan and digital ecosystem before it all was tied up to a full digital strategy to get the struggling brand back on their feet.