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
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