Currently, brands and companies are facing rapidly changing market conditions and constantly emerging challenges; category boundaries are more flexible than ever before. Technology and recession change consumer lives: consumers re-examine priorities on how to spend money, attention, time and energy.

Having recognized that there is a prominent need for solutions that acknowledge the holistic market universe, Truberries has built Fit-to-Growth, a tool that helps clients and brands to organize their communication priorities, through a structured navigation system.

Problems that Fit-to-Growth can handle

• Brand positioning and repositioning
• Rebranding
• ATL or BTL strategic direction
• Packaging
• Communication directions for special touchpoints, i.e. websites, special activations.
• Provision of R&D with characteristics to develop or enrich a product range with new products.

Fit-to-Growth is a Strategic Approach that organizes Brand priorities

• We have built a mathematical system of equations to connect the brand reality, such as current character, consumer perceptions on benefits and differentiation, consumer motivations behind brand selection, core brand metrics, with the brand's goals and the communication priorities.
• This model needs an input, which is based on a specific audit form, completed through the first stages of Fit-to-Growth processes.
• A close cooperation of the Truberries team with the client team takes place through the Fit-to-Growth workshop .
• Through the model running, the path to the optimum direction is defined: more specifically, we have developed a system of a big number of predefined communication territories/ ways of communicating and through the model process, we end up identifying the one that best fits to each brand, currently and based on its priority goals.
• The system of predefined communication territories of Fit-to-Growth has been based on analysis of global trends and successful cases in the last 2 years, while it is continuously fed with new data.
• After the identification of the Fit-to-Growth territory, a customized Communication Analysis is conducted, in order to include brand, category and market particularities in the final proposed communication approach for the brand. An additional localization phase might be needed for markets where there has been a fast recent financial growth or a sharp recession: a localization study is added in this stage, so as to ensure that the platform's content is adapted to market particularities and local trends.

Fit-to-Growth platforms are the result of long work that permitted us to define the Universe of successful communication cases.

How we create value through deliverables, that are uniquely adapted in your problems and brand priorities

For each brand work, there comes a full material / guide for the brand: how to speak, where to invest more, target groups that are more open to specific communication paths and tonality, colors, examples of success cases in this platform and wording to apply per touchpoint of communication.

Benefits

After receiving the deliverable:

• Writing concepts is easier than ever before; precise orientation to the briefs of Communication agencies can be given smoothly, incorporating visual information from our platforms.
• All members of the Brand team will talk the same language: alignment through different people, cultures and teams is clear and easy, since the material delivered (mood boards, visuals, lining, symbols,packages etc) defines the direction to follow: specific words, motivations and feelings are included in the per platform material delivered.
• From our experience up to now, the real magic comes from these platforms, as they open a new door to the brand dialogue with the consumers: it is where the mind would never reach if directly trying to make connections, since the normal linear thinking that we are used to make is restricted by prior experiences. The big challenge that leads us to successful brand cases lies into the subtle emotional benefits that can be revealed and into the power unleashed by such benefits. By ensuring the right, often new for the category rules, tone of voice the above benefits sound clear and embrace the brand story in a uniquely impactful way.