2-hour group discussion
no internet connectivity
no personal devices
Share individual responses and reach group consensus around the following thought experiment:
Consider the relationships between this brand, its intended audience, and the world as a whole. As a group, try to visualize and define these relationships in tangible ways using personal anecdotes, institutional knowledge, metaphors, etc..
Use a blackboard/whiteboard to collect ideas & track group thinking.
Once the core nature of these relationships has been explored, consider how these parties (the brand, its audience, and the world as a whole) exist currently vs. how they will change over time.
Now? In 1 year? In 10 years? In 100 years?
Complete the exercise by considering these questions:
How does this brand/product/service fit into the world? How does it impact the world? How might this relationship evolve over time?
Brand Insights Summary group notes