Brand Leadership: Peloton Cycle
Provide a snapshot of the direction that you recommend taking the brand into the future to deliver on the objectives. It should include but not be limited to:
Distinct Brand Identity for Peloton Cycle
o Identify the Strategic Value Consumer & consumer insight that you want to build the future of the brand on
o Identify cultural tensions that you see as an opportunity to breakthrough
o Identify how you plan to shift the frame of reference or disrupt the category
o Identify why this makes sense for this brand based on its SWOT and history
Brand Idea and Purpose:
o Identify the conviction that you want to pull through the brand
o What is the idea that you want to brief into your creative agency
o How does the idea link to the long term story or brand purpose
Product Leadership:
o Explain a product development concept that you think ties to the brand idea and purpose
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