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Analysis of the market and the audience

Qualitative and quantitative research

steps

Market / trends / consumer analysis

Positioning hypothesis development

Selecting one hypothesis (research / subjective method)

Description of the brand attributes: values, character, style, tone of voice

Brand pyramid: consumer insights, consumers’ benefits, brand’s promise / RTB / brand essence

time

From 15 business days

result

Brand essence expressed in a short phrase. Attributes that connect the brand and its potential audience through mutual benefits and values

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