Callebaut Chocolate – Intro
Learning Outcome: Practice your fundamentals with this case study.
Topic Category: Brand strategy fundamentals
The Product World
How to better articulate the advantage of a brand/product. This is more a way of working than a framework. The Product World seeks to map…
The Benefit Ladder
The Benefit Ladder is a classic tool to get you thinking about what matters to your audience. Often, we are too close to our brand…
Pyramid of Advantage
How to present what makes your brand unique. The Pyramid Of Advantage is a technique that helps us work out what our audience or customer…
Advantage is Yours to Give
In The Four Points Framework, we write the advantage as an idea – an argument – that connects to the theme we’re playing with in…
How to Write an Insight
How can you write your insight so that others can understand it. Here are ten ways in which you can write an insight. Also, I…
Questions that Fetch Insights
Why you shouldn’t be afraid to ask questions & some questions you can ask. For some reason, in business, questions can appear weak. To not…
How Insights Happen
Hint: “research” isn’t enough of an answer. Knowing how insights happen & how to tell they’ve happened.
Defining Insights
Learn the working definition of an insight. So, let’s try to define the word “insight”. You can define it however you’d like to define it…
How Insights Work
What do insights do. Insights do a lot of things. They help us to build relationships and to find common ground. They get us to…