This is a tool we use to explore what role a brand could play for consumers. It is based on relating two things:

• The motivation that a consumer is meeting when choosing something
• The way in which the brand helps him meet that motivation

The tool is designed to identify where a brand’s key audience wants to get to – their motivation – and how the brand helps them get there – the brand’s role. It makes the identification of branded propositions more rigorous, scientific and insightful. In this way it allows creativity to be applied in a more precise and efficient way.

For example many consumers choose things in relation to their “order” or keeping life manageable motivation. The Filofax brand works as a “weapon” to achieve that. In the area of “leadership” Rolex might be seen as a “trophy”.