Strategy Formulation

Business & Marketing
Questions It Can Answer

• How well does my brand’s performance align with the specific customer benefits that define meaning and value in the category?
• How can we differentiate our brand portfolio to make it more relevant to target customers?
• How can we redefine the essence of our brand’s personality to better differentiate for a particular consumer segment?

Business & Marketing
Questions It Can Answer

• How can we redefine the essence of our brand’s personality and product characteristics to fit a high-potential segment better?
• How can we differentiate our product portfolio to make it more relevant to target customers?
• Which consumption occasions offer the most potential for growth and differentiation?

Business & Marketing
Questions It Can Answer

• How does my product or service fit into the daily lives of my consumers?
• What lifestyle factors influence how consumers purchase and interact with my product or service?
• How does my brand perform at each stage of the consumer journey, from awareness to final choice?
• What are the most important criteria that influence consumers’ brand choices?
• Where does my brand outperform the competition in meeting important customer needs?
• In what ways can we influence or redefine category purchase criteria to expand growth opportunities for the brand?

Business & Marketing
Questions It Can Answer

• Which claims within the conceptual idea resonate most strongly with target customers?
• Which elements of the ideas generated from the screening process show the strongest potential for addressing key consumer needs?
• How well do these newly formulated ideas align with the brand’s identity and values, ensuring they fit within the category?
• How can we refine the claims to maximize consumer engagement while minimizing similarities to competitors’ messaging?

Business & Marketing
Questions It Can Answer

• How can we better engage with the shopper’s in-store journey to improve category visibility?
• What category assortments resonate most with shoppers and could benefit from being rearranged in secondary placements?
• What factors draw the shopper’s attention to specific categories or products?
• What role do brand familiarity and private labels play in influencing a shopper’s product selection process?
• What underlying motivations drive shopper decisions in specific categories?

Business & Marketing
Questions It Can Answer

• How can we leverage emerging consumer trends to create new opportunities for growth and differentiation in the market
• What unmet needs or pain points exist within our current customer base that we can address with new solutions or offerings?
• What generic ideas or concepts can we explore to eliminate consumer pain points while delivering added value?
• What gaps exist in our brand portfolio, and how can they be addressed?