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. We've compiled several of the tools we use for this process in our Marketplace Meaning Guide.
Each exercise in this collection is designed to guide your thinking in different ways. Download your free copy of the Marketplace Meaning Guide and start exploring how your brand could mean even more.
The Marketplace Meaning Guide collects a variety of the tools we use to explore a brand’s potential. Discover yours.
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.