From evidence to meaning
A disciplined model for defining the enduring meaning of a brand.
The people we serve
Who are we fundamentally here to serve?
The people whose lives the brand exists to improve.
Strategic evidence
What do we know to be true?
Human reality
The enduring realities, needs and tensions that make the brand relevant.
Product truth
What is objectively true about the value the brand creates.
Brand truth
What is objectively true about who the brand is and what it consistently demonstrates.
Category reality
How people buy, choose and experience the category.
Value created
What value does this combination of truths create?
Practical value
What the brand enables people to do.
+
Human value
How that changes people’s lives.
+
Identity value*
What choosing the brand expresses about someone.
*Included only where strategically relevant.