STRATEGIC IQ THAT HELPS YOUR BRAND TO WIN The role of a brand strategy is simple – it’s to get people to choose your brand rather than someone else’s. It starts with identifying where your superiority lies, and for whom. In the real world, consumers choose between brands every single time they shop. So, simply resting on what’s “good” about your brand isn’t good enough: it has to be, for consumers, “better”. Every time a consumer makes a choice, your brand needs to be set up to win. The winning brand strategy that we create with you will not be complex. Quite the opposite, it will be simple. What matters is knowing how to get there, where to look, who to look at, what the triggers are, what to embrace and what to abandon and what decisions to take along the way. This brand strategy will be hugely practical and tangible. It will determine winning, long-term decisions that you make about everything: from innovation, to communications, to purpose and mission, to design, to channels, to distribution, to strategies for individual initiatives. The NQIQ approach makes the complex simple. It pinpoints relevant, real-world superiority and gets to a clear and compelling brand strategy, fast. A strategy that will help your brand to win.