Tools / Marketplace Meaning Guide

Define where your brand stands. Explore where it could go.

Before we start shaping a brand's marketplace meaning, we begin by gaining a good grasp of its current meaning — and then we consider where we could take it.

Take a peek at what you'll find inside the guide.

Brand Model

Brand Model

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.

Category Assessment

Category Assessment

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.

Competitive Assessment

Competitive Assessment

Lists the key competitors of a brand — capturing each brand's strengths and weaknesses, perceived brand positioning strategy and theme.

Customer Tools

Customer Tools

Develops understanding of a brand's customers through three distinct tools: a profile, a persona and a journey through the purchase decision process.

Brand Beliefs

Brand Beliefs

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.

Brand Benefits

Brand Benefits

Outlines the functional, experience, image and mentor benefits of a brand.

Mentor Branding

Mentor Branding

Explores mentor benefits in greater detail by identifying specific ways a brand can inform, inspire and advocate.

Brand Positioning

Brand Positioning

Establishes which of a brand's identified benefits are most meaningful, differentiating, credible and sustainable within the marketplace.

Brand Personality

Brand Personality

Ascertains a brand's most salient personality traits by presenting a list of descriptors — along with a unique bracket format for making choices.