Know your environment: Using industrial data sources and research we develop an understanding of category perspectives on the market, consumers’ attitude and business potential of different market segments.

Know your enemy: Competitive SWOT analysis of current market rivals in all possible aspects, including product features, positioning, image and promotion, gives us an understanding of what we’re up against.

Know yourself: Fair comparison of our strengths and weaknesses to those of our competitors helps us to set a starting point for brand evolution.