9-KeyDimensions™

1 - Vision

Q1. Our company has a clear and inspiring 3–5 year vision.

Q2. Our vision clearly integrates the role and expectations of the end customer or end user, beyond our direct clients or intermediaries.

Q3. Our strategic decisions are aligned with this ambition, and not only with short-term objectives.

2 – Positioning

Q4. Our brand clearly stands out from competitors through a strong and differentiating promise.

Q5. Our customer segmentation is relevant, actionable, and aligned with our positioning.

Q6. Our value proposition is clear, memorable, and perceived as unique in our market.

3 – Field Activation

Q7. The experience delivered across our touchpoints (physical, digital, partners) faithfully reflects our brand promise.

Q8. Our partners (distributors, franchisees, sales teams) are trained and committed to enhancing our brand.

Q9. We provide our teams and partners with concrete tools to effectively activate the brand strategy.

4 – Agility

Q10. Our teams have real-time indicators to adjust their actions according to market conditions.

Q11. We can quickly test new ideas (products, messages, offers) and learn from them.

Q12. Our local teams have the necessary autonomy to adapt the strategy to field realities.

5 – Customer Culture

Q13. We have reliable and regular insights into the expectations and behaviors of end customers.

Q14. Field feedback is systematically taken into account in our strategic decisions.

Q15. A genuine customer-oriented culture is shared across all teams (marketing, sales, operations).

6 – Go-to-Market

Q16. We have a clear go-to-market strategy, adapted to our different channels (retail, e-commerce, marketplaces, franchise, etc.).

Q17. Our launches are structured, planned, and leveraged within a coherent omnichannel approach.

Q18. We have solid processes and resources to successfully deploy internationally.

7 - Pricing Power

Q19. Our prices reflect the perceived value of our offer, not just our costs.

Q20. Our clients accept our prices without major objections, a sign that our brand justifies its value.

Q21. We know how to defend our margins against distributor pressure or market price comparisons.

8 - Desirability

Q22. Our brand generates a natural preference among customers (beyond price).

Q23. Our communication and content spark emotion, aspiration, or engagement.

Q24. Our customers are proud to choose our brand and become ambassadors.

9 - Value Capture

Q25. We capture a fair share of the value created, rather than leaving it to distributors or intermediaries.

Q26. We have effective levers to monetize the experience (services, options, loyalty, premiumization).

Q27. We maximize customer lifetime value (LTV) through a clear loyalty and repurchase strategy.