Masterbrand Blueprint:

Masterbrand Blueprint:

1. What we are trying to achieve

a. Positioning statement (A statement used internally to articulate the market in which we compete, how we compete, and our unique point of difference)
b. Customer Proposition (The unique selling proposition that gives customers a compelling reason to choose the brand)

2. Competitive set

3. The way we do things

a. Brand Values (What the brand stands for and can’t be compromised)
b. Brand Personality (the human characteristics that can be attributed to the brand. Our style) Traits, reflects, avoids

4. What we deliver

a. Functional benefits (the tangible supports which provide the reason for the customer to believe in the proposition)
b. Emotional benefits (The emotional reward derived from the experience of the brand. How customers feel when buying or experiencing the brand)

5. How we deliver to

a. Target audience (Who the brand is targeting for profitable business generation)
b. Target markets (The geographical regions targeted for significant penetration)

6. Tagline

joshua Australia day 2009

greggy 19 +

melbourne

the method by which one moves into the flow

Steiner built upon Goethe's conception of an imaginative power capable of synthesizing the sense-perceptible form of a thing (an image of its outer appearance) and the concept we have of that thing (an image of its inner structure or nature). Steiner added to this the conception that a further step in the development of thinking is possible when the thinker observes his or her own thought processes.



"The organ of observation and the observed thought process are then identical, so that the condition thus arrived at is simultaneously one of perception through thinking and one of thought through perception"