Marketing carries the mandate of attracting the consumer interest in a business. However, for marketing to be truly effective, it needs to find source in a central, unifying idea that the brand subscribes to. Great marketing strategies are built around a sharp and meaningful brand proposition that clearly defines the promise the brand makes to the consumer and highlights the significant role it plays in their lives.
We conduct an extensive brand definition exercise to arrive at a compelling brand proposition by drawing from multiple sources of meaning including consumer insights, cultural truths, business realities, and the internal impulses of the organization.
While being a part of the larger brand strategy, a brand proposition exercise can also be delivered in isolation for businesses which are intuitively aligned to a central brand thought but lack a clear articulation of its definition and implications.