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: