INNOVATE OR DIE

Direction + Decision

2

3

3

4

4

5

5

Competitive Landscape

6

OPPORTUNITIES & THREATS

7

‘Stop’ Attributes

plodding

frightened

complacent

vanilla

uncoordinated

underestimated

faceless

amateurish

just OKinconsistent

authoritarian

nickel-and-dimer

cautiouspolitical

inconsequential

big

disorganized

siloed

bureaucraticslow

dusty

staidhumorless

timid

old-fashioned

so yesterday

rudderless

aimless

closed-minded

unloved

dulldowdy

traditional

snooty

serious

flat

unimaginative

elitist

it’s complicated

‘Keep’ Attributes

admired

advocate

customized

knowledgeable

professional

transparency

friendly

strategic

approachable

stableaspirational

focused

seasoned

intelligent

hard-working

creative

ethical

transactional

confident expert

broad

credible

humanitarian

honestyresponsive

thoughtful

polishedstrong

dependabletrusted

bright

‘Want’ Attributes

innovatingadvocate

creative

enriching

admired

33

easy

bold

winningaggressive

transparency

friendly

fresh

innovativenimble

strategicapproachableaspirational

focusedwilling

proactiveresponsive

flexible

speedy

entrepreneurial

insightful

different

confident

easy listening

self-promoting

techie

polishedslick

smooth

youthful

political

ingenious

optimistic

Animal Today

“SLOW AND STEADY, BUT CUMBERSOME. ”

Animal in Future

“SPEED AND AGILITY.”

Vehicle Today

“A LITTLE BORING, BUT WE NEVER BREAK DOWN.”

Vehicle in Future

“INNOVATIVE AND QUICK.”

45

Beverage Today

GOOD FOR YOU. AN AMERICAN CLASSIC

Beverage in Future

51

Red Bull: Get some new, fresh energy

High end scotch or brandy: Really, really good; incredibly solid and valuable; worth it. 

Snapple: All sorts of variety; great tasting

DEEP HUMAN NEEDS

17

INFORM & INSPIRE

BRAND PERSONA

19

BRAND EVIDENCE

21

22

BRAND VISION

23

BRAND ESSENCE

INNOVATE OR DIE