Demand Creation

What is it?

• the master document that brings the consumer and the brand together
• the foundation of all brand activity – across the marketing mix

How does it work?

• It is the start point for generating ideas that attract people and deliver brand objectives

Brand Position	Demand Creation Platform	Selling Proposition	Brand Ambition

1. Conceptual Target Audience
   
2. Their core desire
3. Role of the brand in meeting their core desire
4. Key thought / Selling Proposition
5. Compelling truth about the brand that supports this role