What are the patterns of functional benefits and emotional needs and connections that characterize consumers in this product/service category?
What are the constellations of emotional- and values-driven priorities that filter the perceptions of the functional benefits and objective characteristics
of products and services?
What are the functional and emotional dimensions that meaningfully discriminate among the Brands and products/services in this category from the consumers’ point of view and how are they arrayed vis-a-vis one another?
What is the distillation/synthesis of what the consumer knows (or thinks she knows) about the Brand and its offerings, both functionally and imagaically?
How the Core Understanding of the Brand and its Product/Services practically and emotionally fits into the life of the consumer, what they mean to and reflect about the consumer.
The Brand Complex
What are the sociocognitive and emotional perceptions of the consumer of how the elements of the Brand (products/services, positioning, imagery, customer experience, etc.) fit together in terms of coherence, relevance, distinctiveness, quality, etc.?
The sociocognitive and emotional expectations of the consumer, reflecting the intersection of the personal history of the consumer’s interactions with and perceptions of the Brand/Product/Service and the perception of where the B/P/S is going.
What is evoked within the consumer about the Brand and the Product/Service at the points of decision-making?
A multi-dimensionalpartitioning of the consumers in this category that reflects clusters of functional and emotional priorities as manifested in this category at the time and place of purchase decision-making.
A organizational structure of the Brand and its equities that speaks to different audiences about different subsets of products/services, providing each subset with a unique, meaningful, and impactful value proposition.
The portfolio of products/services, their relationship to the Brand equities, now and into the future, how they are presented to the customer and the associated customer experience.
A sequential, believable and persuasive narrative explanation, framed in the language and life experience of the targeted consumers, that connects the Brand’s promised benefits to their emotions, priorites and values.
An assertion by the Brand of what distinguishes it and its product/service offerings, in terms of the benefits derived from their features and what these benefits mean to, connote in the lives of the consumer.
Drivers that create moments of insght that provoke consumers “in effect, to change their attitudes and expectations more quickly and dramatically than they normally would.”
A believable and persuasive narrative about a product/service offered by Brand, framed in the language and life experience of the target, that allows her to imagine what the offering will bring to her world, how it reflects what is important to her.