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  • discover:
    • Strenghts. Weakness.
      Opportunities. Threats.
      Product features.
      Secret weapons. Market analysis.
      Brand perception. Consumer insights.
      Global trend. Cultural effects…
  • promise:
    • The most powerful
      and suistainable consumer benefit.
      Unique. Competitive.
      Inspiring. Suistainable.
      Rational / Emotional / Ideological
  • character:
    • Style.
      Mood.
      Ton of voice.
      Look & Feel.
      Attitude.
  • action:
    • Deliver the right message
      to the right person at the right time
      vie right media.
      Moments of truth. Brand experience.