The Drivers of Growth create the link between the status quo and the intended perceptual space.
These strategic pillars enable the brand to fulfill its positioning. Set the operational directions for the next 3 to 5 years, backed-up with activities, resources and timing.
If an activity fails deliver its objectives, a different one should be put in place under the same Driver of Growth.
Key ideas:
Bridge the gap between the status quo and positioning; strategic directions to achieve growth.
