01 Observation
Position
Say clearly what the brand believes and why.
Insight / Brand systems
Why a brand needs a point of view
A distinct point of view makes a brand easier to recognise. The challenge is to support it with evidence and carry it across every touchpoint.
02 Implication
Evidence
Support the claim with things people can see and check.
03 What to do
Consistency
Carry the idea from advertising into every experience.