Summarizes the marketplace meaning we'd like to shape for a brand — defining what you want for your brand in the future versus what it is today.
Determines if a brand's current category is still the right one — and if there are opportunities to reposition the category or create a new one.
Lists the key competitors of a brand — capturing each brand's strengths and weaknesses, perceived brand positioning strategy and theme.
Develops understanding of a brand's customers through three distinct tools: a profile, a persona and a journey through the purchase decision process.
Identifies what a consumer is "buying into" when selecting a particular brand through a series of questions that help inform what the brand stands for.
Outlines the functional, experience, image and mentor benefits of a brand.
Explores mentor benefits in greater detail by identifying specific ways a brand can inform, inspire and advocate.
Establishes which of a brand's identified benefits are most meaningful, differentiating, credible and sustainable within the marketplace.
Ascertains a brand's most salient personality traits by presenting a list of descriptors — along with a unique bracket format for making choices.
