We use techniques that get beyond the rational justifications for brand choice to truly understand and ‘unmask’ the core needs and motivations of the consumer
And we use analysis tools that aid the diagnosis of what it all means for the brand’s positioning or new concept’s role
The consumer’s ideal expression of a product or brand is a great technique for opening up WHITE SPACE (unmet needs) in the market and future brand possibilities
BRAND ARCHETYPES are a powerful tool for putting a stake in the ground to determine how your brand should look, behave in category, innovate and communicate with the consumer
What is the projected user image the consumer associates with your brand and what does this contribute to their SOCIAL IDENTITY?