What is the core strength of the brand? How can main benefits and facets be verbalized and supported through compelling reasons to believe?
- Gain an understanding of the key strengths of the brand in terms of the competitive environment and consumer demands
- Define the brand core – its main focus and positioning statement
- Verbalize the main values / benefits as well as the supporting features of the brand
- Support the defined statements through functional and emotional reasons to believe
- Summarize all concepts in a concise brand model that can be easily measured for brand tracking purposes
- Concise, targeted brand model as the foundation for integrated and consistent communication across all channels