What specific brand territory will you claim? Beyond usual USPs (unique selling point), what values do you own? What’s your core DNA? Your lighthouse identity (the simple, unmistakable thing you stand for)? Your brand personality, tone-of-voice?  We translate this into a manifesto, a movement that will resonate thru the whole company, inspire fans / ambassadors to defend your brand (beyond just purchasing your product). 

We love differentiating brand positionings, but whatever the category, some basic boxes need a 'check' first. Some attributes are a must to be relevant and enter prospects’ set of considered brands. You can’t launch a car today without ABS, or an e-commerce without hassle-free retour handling. We call them entry tickets. Only then you can start differentiating.