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BL*Brand Strategy

BL*Brand Strategy

A future proof brand strategy

Becoming a strong brand starts with knowing how your brand is perceived. And knowing where or when your brand is most relevant, before looking at growth opportunities. BL*Brand Strategy focusses on brand positioning, category understanding and growth. First, we look at the category and occasions your brand operates in. Then we help you understand what makes or what could make your brand distinctive.


We start with a scoping session and carefully determine the strategic objectives of the project. After that, we build hypotheses and share existing knowledge. Then we map the existing knowledge in a structured way and identify knowledge gaps. Our goal is to understand the category context and the role your brand plays in the consumer experience.

After identifying the knowledge gaps we set out to fill them. We use various forms of qualitative research, on- and offline solutions, workshops or desk research to get the insights we need. The exact approach depends on your strategic challenge. We bring our learnings together in a comprehensive and visual way. This is the starting point for an ‘Opportunity’ workshop.

The goal of the opportunity workshop is to create a future proof brand strategy, for the next 3-5 years. The new strategy uses category insights, brand perception and consumer experience. As a result, the mental and/or physical availability of your brand will increase.


  • A firm grasp of the strongest ‘category entry points’ (CEPs): the most important reasons or occasions when people consider to buy.
  • Insight in your distinctive brand assets (non-brand name elements that people associate with your brand).
  • A clear brand strategy for the next 3-5 years that ensures a sustainable growth.
  • A concise roadmap to achieve your envisioned goals with clear do’s and don’ts for different departments.

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