The DIAGNOSE step assesses three pillars of a brand’s value proposition: – Distinctiveness – Strategic Clarity – Executional Consistency
STEP 2: EXPLORE
The EXPLORE step synthesizes marketplace insights that help to identify specific growth opportunities.
STEP 3: ESTABLISH
The ESTABLISH step develops the Brand ANCHOR to serve as a strategic foundation for a brand value proposition. Once a Brand ANCHOR is established, a brand is considered “ANCHORED”.
STEP 4: POSITION
Once a brand is ANCHORED, the creation of a strategic Consumer Target and a robust Market Analysis are key inputs into developing a distinct Positioning.
