- Basis for all brand strategy is the understanding of the general trends (STEP, Social, Technological, Economical & Political trends). What are the health & environmental trends? What are the macro-category & category trends?
- We need to make sure we understand how consumers do define & segment our category?
Strategy – What
- Who, in terms of socio demographics and in terms of lifestyle, is our actual & future consumer?
- What are the drivers and barriers of our category & brand?
- What is our brand history sofar? What is our actual brand image?