THE GROWTH DRIVER AND GROWTH ACCELERATORS

It starts with our Growth Driver: Be Meaningfully Different To More People. You can then put plans into operation through three Growth Accelerators, all interconnected. We also identified three behavioural traits that are critical enablers and are threaded throughout the Blueprint.

BE
MEANINGFULLY DIFFERENT
TO MORE PEOPLE

METRICS THAT MATTER:
PENETRATION, GROSS MARGIN,
MEANINGFUL, DIFFERENT

Know how Meaningfully Different your brand is. Identify how to drive stronger functional and emotive connections and define strategic opportunities to build difference.

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PREDISPOSE
MORE PEOPLE

METRICS THAT MATTER:
DEMAND POWER, PRICING POWER

Increase your probability of purchase by strengthening the predisposition everyone has towards your brand. Invest in exposures and experiences to build the right perceptions to make your brand mentally available and Meaningfully Different to people.

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BE MORE
PRESENT

METRICS THAT MATTER:
ACTIVATION POWER, PRESENCE (DISTRIBUTION, SEARCH), RANGE, PRICE, PROMOTION

Optimise marketing investments in customer journey, range, distribution, pack, pricing, promotions and other activity that converts consumer predisposition and captures choices from other brands.

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FIND
NEW SPACE

METRICS THAT MATTER:
FUTURE POWER, DEMAND SPREAD SCORE

Find the most incremental spaces (motivations, occasions, categories, services) that you can stretch into. Win in these new spaces through Meaningfully Different innovation, expanded distribution, and communications.

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