BRAND MEANING

SHAPING THE STORY TO TELL

QUESTIONS TO ADDRESS

Does your marketing staff know your brand’s elevator speech?

Is your brand clearly guiding your marketing behaviours?

How much do consumers really know about your brand?

AMBITION

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maximising penetration with meaningful depth

and breadth

APPROACH

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building on truths that drive trust inside-out

glu works on:

understanding the category context

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category drivers and the competitive landscape that inform a relevant and distinctive footprint

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assessing capa-bilities and assets

the available resources to build a powerful and credible brand

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defining a brand purpose

the fundamental reason for being that motivates staff and consumers alike

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shaping

the brand role

the way that the brand delivers to its purpose and the consumer’s needs