For confusing times!
By elimination you can reach closer to defining a problem.
While we struggle to define and stand for something whether it is for ourselves or a brand, it would be interesting to try elimination strategy!
Say what you are not, say what the brand doesn’t stand for and soon it will be clear, what you are or what the brand stands for.
It is a flexible approach in a fast changing times. This could also allow a brand to evolve with changing times.
I know I know, it doesn’t sound that cool but it’s a good starting point.:)Try it.
