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I <br />evaluate Paris's position relative to the competition in the region. <br />n§gI"Its & Strategy <br />Our insights come from asking a number of thought-provoking questions: What brand "story" does the <br />research tell? What emotional attachments can the brand hold? What are Paris's core values? How <br />does the brand fit into the consumer's lifestyle? How can the brand best be used to elicit Paris's <br />desired emotional/behavioral responses? How does Paris stand apart from competitors? <br />These insight questions are compiled in a succinct storyline that leads directly to the Paris strategic <br />brand platform (DNA Definition). This platform is the critical touch point for all branded activity moving <br />forward. For maximum brand impact, all efforts, thoughts, communications and actions should literally <br />and symbolically support its essence. <br />Sftuafion Bii Ief &ns�g� A IIDeveto�-.iu neii d", We get our sharpest minds together at one time to review all <br />of the research findings. Data on its face has limited value, but the connections between data points <br />open up understanding and opportunity. The entire North Star team weaves together these <br />connections into a compelling set of insights that start to tell the Paris story. <br />I ) NA Defiini°ifion (Brand �g Statement): Based on those insights, a guiding statement for the <br />management and development of your brand is created. This definition should serve as the touch <br />point for all Paris activity moving forward. Many of our communities reference their DNA Definition <br />when making decisions about everything from policy to infrastructure improvement to promotions. <br />Included in your DNA Definition is: <br />7 wge 1 atti:tie n,c !,,, For whom Paris has the most appeal. <br />iIarrle 01 fel Geographic context of Pans. <br />1`C?iflt Of f�i 5Ye!7(7e,, What makes Paris special. <br />3&,wfit, Why it should matter to the consumer. <br />Here is an actual example of how this construct guided our client Marshall, Minnesota and led to their <br />"Cultivating the Best in Us" brand positioning: <br />T, For those who value seeing their horizon and helping shape it, <br />of fefi3l�ence" Marshall - home to Southwest Minnesota State University and <br />homegrown global brands, <br />F Vnt dVf is the community that cultivates the best in us <br />with an energy and optimism that make a dIfference for your family. <br />Resewd'i &Sfi,Megy -Iieseimafloii i and fRepoirt: This represents a critical juncture in the project. <br />We prepare a comprehensive review of all relevant research, insights and recommended DNA <br />Definition. A preview of this presentation is shared with key project members for editing and fine- <br />tuning. The collaboratively perfected presentation is made at a larger stakeholder meeting, <br />and the accompanying report is shared digitally along with raw data files. DNA Definition approval <br />is required before proceeding with creative development. This valuable research will be available to <br />you for strategic planning and other future planning projects. <br />a <br />