And yes, this ‘culture’ also applies to your category.īut there’s so much more! For you, we’ve got a free book on repositioning, a simple read but essential for business and brand thinking. Are there any no-nos or pitfalls regarding action, words, and attitude? Spoiler: there always is. Everland gives the people that find it a chance to escape the everyday life they're trapped in, with no time passing when they return. Read up on what they are reading, watching, enjoying, consuming and so on.Ĭulture – Ask yourself, where are we now, and where are we heading? Look for growing or fading social movements. Last Bus To Everland is an incredible LGBT, Gay coming-of-age novel featuring my new obsession - doors that take you to magical worlds where anything is possible. Which trends are growing and fading within the category (and tangential categories), and where is the market heading?Ĭonsumers – Uncover their needs, demands, and tendencies to stay relevant and establish/cement your position in an ever-changing market. Which elements do you have at your disposal to build on and develop? Remember, it’s not a walk down memory lane – the focus is on the brand.Ĭategory – Study your competitors when laying your strategic brand foundation. Company – Investigate your existing assets, legacy and brand equity.
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