The brand strategy toolkit: The Five Ws

Collectively, the Five Ws represent five of the most critical questions to answer if you want to create a brand strategy.

I’m ashamed to admit that it wasn’t until my eighth year in brand consultancy that I found out about the Five Ws. In retrospect, this means I probably wasn’t much of a consultant for the first seven years, but then again nobody seemed to notice at the time. It probably also means I wasn’t much of a student, either, since I’m reliably informed that the Five Ws are taught in school. Collectively, they represent five of the most critical questions to answer if you want to create a brand strategy.

  • WHO: Which audiences should your brand seek to influence or...

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