Four tools to locate the incoherence.
Criteria built in the practice of product, buying and selling.
Experience becomes criteria when it can explain a decision, test it and repeat it. These four do.
01
Identity reading
Identity is diluted when it stops guiding decisions. We look for where it breaks off and what effect that had on product, price and channel.
02
Response filter
Faced with a trend, a competitor or a channel shift, we read the impact from the identity. Not everything demands a response.
03
Collection proportions
They are tested against category, customer, channel and sales history before being applied.
04
Tier architecture
The entry tier gives access, the top tier sustains positioning and the mid tier articulates the offer. See the pyramid.
The root incoherence appears when identity stops governing decisions.