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