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?
maximising penetration with meaningful depth
building on truths that drive trust inside-out
glu works on:
understanding the category context
category drivers and the competitive landscape that inform a relevant and distinctive footprint
assessing capa-bilities and assets
the available resources to build a powerful and credible brand
defining a brand purpose
the fundamental reason for being that motivates staff and consumers alike
the brand role
the way that the brand delivers to its purpose and the consumer’s needs