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Brand Purpose workshop
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Brand Purpose workshop
1.
A brief description
of the people most important to your brand The Who
2.
How to go
about it “ Slip into your brand’s loyalists’ shoes”
3.
Now, try to
define yourself in this format (Adjective) , adjective segment
4.
For example: Restless,
go-getters
5.
For example: Ritualized
skin-fanatics
6.
Now, try this
simple exercise… Who do you think is this person? What is he/she like? ___________, ____________ (Adjective) Adjective segment
7.
What about your
customers? Who do you think is this person? What is he/she like? ___________, ____________ (Adjective) Adjective segment
8.
What are people
doing as a result of a cultural momentum Behavior
9.
How to go
about it Observe people’s behavior.
10.
Now, try to
think about people’s defining behavior.
11.
For example: In
bars, men constantly checking out the women.
12.
For example: Reality
Show contestants are enjoying their 15 minutes of fame.
13.
Now, try this
simple exercise… What do you think are these people doing? __________________________ Behavior Statement
14.
What about your
customers? What do you think are these people doing? __________________________ Behavior Statement
15.
The cultural momentum
that propels a brand’s conviction Fuel
16.
Now, try to
think about what’s changing in the lives of people.
17.
For example: OFW
migration
18.
For example: Desire
to provide a better life for my kids
19.
Now, try this
simple exercise… What’s happening? __________________________ Fuel Statement
20.
What about your
customers? What’s happening? __________________________ Fuel Statement
21.
22.
How to go
about it
23.
Now, try this
simple exercise… What does this brand believe in? Coke Zero believes in/that… ___________________ Conviction Statement
24.
What about your
brand? What does your brand believe in? __________________________ Behavior Statement
25.
Purpose
26.
How to go
about it
27.
Now, try this
simple exercise… What does this brand exist for? Obama exists to… _______________ Conviction Statement
28.
What about your
brand? What should your brand exist for? __________________________ Purpose Statement
29.