Quantify the deepest neurobiological motives of the category
The first phase of the Evolutionary Strategy Toolkit™ deconstructs the neurobiological motives driving the sales and profit of the category, and reveals the way that the brands are mapped in people’s mind. Underexploited territories are also traced.
The level of category understanding determines the accuracy, depth and quality of our proposition and its communication, and the resulting depth of satisfaction and engagement. The brands whose DNA most effectively embed the neurobiological motives related to the category are most competitively positioned to achieve sustained growth.