The Brand CURE^™

The Brand Cure^™ includes 4 essential components for capturing your brand's unique position:

1. Competencies

   Looks at the core performance attributes that differentiate your brand in the first place. Internal stakeholder interviews are key to this stage.

2. Uniquity

   Views your category and competition to assess what brand positions (including yours) are already taken and where your best opportunity resides. A brand workshop is often recommended here.

3. Relevance

   Gets inside the minds of your customers to determine what is more important, believable, and meaningful to them. Focus group testing is often engaged during this step.

4. Energy

   Identifies the promise, personality, package, and persuasion points of your brand as determined by your strategy and competitive position.