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Babette Gilmore- creative title TBD

Laying the Groundwork:

1. In one year, what do you want your brand to be known for?

  • More than a gum, a lifestyle
  • More adventurous
  • A brand that thinks outside the box and challenges the “status quo”
  • Healthy gum that tastes good

2. The people who love your brand most care about:

  • Trying new things
  • Being on the cutting edge
  • Experiencing life, not just living day-to-day
  • They believe that in order to get the most out of life, you have to stay curious

3. Your brand is NOT:

  • Tried and true
  • For those content with “simply existing” and not trying new things
  • “Better safe than sorry” attitude
  • For those who play it safe

4. Above all else, your brand stands for:

  • The “why not” culture



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