1. A brief description of the people most important to your brand The Who

2. How to go about it “ Slip into your brand’s loyalists’ shoes”

3. Now, try to define yourself in this format (Adjective) , adjective segment

4. For example: Restless, go-getters

5. For example: Ritualized skin-fanatics

6. Now, try this simple exercise… Who do you think is this person? What is he/she like? ___________, ____________ (Adjective) Adjective segment

7. What about your customers? Who do you think is this person? What is he/she like? ___________, ____________ (Adjective) Adjective segment

8. What are people doing as a result of a cultural momentum Behavior

9. How to go about it Observe people’s behavior.

10. Now, try to think about people’s defining behavior.

11. For example: In bars, men constantly checking out the women.

12. For example: Reality Show contestants are enjoying their 15 minutes of fame.

13. Now, try this simple exercise… What do you think are these people doing? __________________________ Behavior Statement

14. What about your customers? What do you think are these people doing? __________________________ Behavior Statement

15. The cultural momentum that propels a brand’s conviction Fuel

16. Now, try to think about what’s changing in the lives of people.

17. For example: OFW migration

18. For example: Desire to provide a better life for my kids

19. Now, try this simple exercise… What’s happening? __________________________ Fuel Statement

20. What about your customers? What’s happening? __________________________ Fuel Statement

22. How to go about it

23. Now, try this simple exercise… What does this brand believe in? Coke Zero believes in/that… ___________________ Conviction Statement

24. What about your brand? What does your brand believe in? __________________________ Behavior Statement

25. Purpose

26. How to go about it

27. Now, try this simple exercise… What does this brand exist for? Obama exists to… _______________ Conviction Statement

28. What about your brand? What should your brand exist for? __________________________ Purpose Statement