Think Stage
Think (T)
The first stage is dedicated to thinking about the brand, investigating its essential resources – the Brand’s DNA – which will be connected through its Purpose to exist with its Position in the market.
Think is the moment when the company’s history is told, its concept is defined and its representation is determined. The essence of the brand is identified through the Brand DNA Process®, and helps to think the organization’s posture in an authentic way. It uses research and interviews with the main people involved with the brand, technically and emotionally, to get to know it in depth. The data is then interpreted through SWOT analysis, which defines its internal and external capabilities, as well as the opportunities it can thrive on and the points that need to be worked out.
DNA is a set of keywords that represent the brand in its various facets, from which it is possible to determine its Positioning and the characteristics that make it unique to the market and its target audience.
The next step is Experience (X).