Industries
Industry-specific evidence for brand and offering decisions.
Reformulation claims, collection roles, the value of a service tier, or journey continuity: start with your industry's business questions to sharpen positioning, review the portfolio, and brief product development, service design, or communication.
Your categories, competitors, and priority markets.
Food & Nutrition
3 industries-
Food & Beverages
A reformulation promise that needs different wording across markets?
Connect taste, nutritional benefits, and occasions with portfolio roles, against competing brands and private labels, to inform the recipe brief, messaging, and activation.
- Recipe brief
- Messaging
- Activation
-
Baby & Kids
How should recipes and formats differ by life stage?
Connect understood benefits, reported acceptance, and family contexts to sharpen the promise, clarify portfolio progression, focus texture investigations, and brief activation.
- Portfolio progression
- Texture
- Activation
-
Pet Nutrition & Care
How should dry food, wet food, and treats fit together?
Connect understood benefits, reported food acceptance, and feeding routines to clarify portfolio roles, inform recipe or packaging investigations, and refine the promise.
- Portfolio roles
- Recipe & packaging
- Promise
Beauty & Fragrance
2 industries-
Beauty & Personal Care
A distinctive benefit, but products that overlap in the routine?
Connect texture, perceived results, and the functions people assign to products to sharpen the promise, review portfolio roles, inform formulation, and brief the demonstration.
- Portfolio roles
- Formulation
- Demonstration
-
Fragrance
An olfactive territory recognized differently across audiences?
Examine associations and wearing rituals to differentiate collection roles, inform evaluation and exploration questions with the perfumer, and refine launch storytelling.
- Collection roles
- Evaluation
- Launch story
Home Care, Home Improvement & Equipment
3 industries-
Home Care & Cleaning
Which benefit gives a specialist a distinct role against a multipurpose product?
Connect perceived effectiveness, cleaning routines, and dosing with assortment roles to sharpen the promise, inform formulation or packaging, and brief a useful demonstration.
- Assortment roles
- Formulation & packaging
- Demonstration
-
Appliances & Consumer Electronics
Which usage benefit justifies the higher tier?
Compare valued features, accessories used, and setup experiences to sharpen the value proposition, review models and bundles, and inform development and launch demonstrations.
- Value proposition
- Models & bundles
- Launch demo
-
DIY & Home Improvement
Does the simplicity promise need to change with the project?
Connect tasks, surfaces, and perceived results with portfolio roles to inform application, handling, or finish investigations and instructional content.
- Portfolio roles
- Application & finish
- Instructions
Fashion, Sports & Personal Gear
2 industries-
Fashion & Accessories
What role should a new piece play alongside the essentials?
Connect brand codes, occasions, and wearing experience to differentiate collection roles, focus fit or material testing, and inform creative expression.
- Collection roles
- Fit & material
- Creative expression
-
Sports & Outdoor
How should specialized and versatile models differ?
Connect recognized benefits and activity conditions to differentiate model roles, inform comfort or support testing, and brief a credible demonstration.
- Model roles
- Comfort & support
- Demonstration
Services & Networks
5 industries-
Retail & Restaurant Networks
What role should your offers play across occasions and local markets?
Compare the brand promise with local experiences to review the assortment or menu, inform the transition from ordering to visiting, and brief local activation.
- Assortment or menu
- Order to visit
- Local activation
-
Banking & Insurance
A promise of personal service that spans branches and digital channels?
Connect advice, coverage understanding, and journey continuity to sharpen positioning, differentiate packages, inform service improvements, and clarify messaging.
- Positioning
- Packages
- Service
-
Travel, Hospitality & Mobility
What value does each package, option, or service tier offer?
Connect travel motivations with booking, arrival, or transportation experiences to sharpen the promise, structure the offering, inform journey improvements, and brief activation.
- Offering
- Journey
- Activation
-
Public Services & Reputation
A service commitment whose scope remains unclear?
Connect understood commitments, requests, and reported process experiences to clarify service roles, inform transitions between channels, and brief public information.
- Service roles
- Channel transitions
- Public information
-
Business Services
What additional value does a module or service tier provide?
Connect business benefits, understood scope, and implementation experiences to refine the B2B proposition, differentiate packages, focus onboarding or support improvements, and brief commercial content.
- B2B proposition
- Packages
- Onboarding & support
Brand and activation context
The same promise can mean different things across markets.
“Light”
- Beauty A texture
- Gear A weight
- Fragrance The feel when worn
-
Benefits and category codes
"Light" can describe a texture, weight, or the feel of a fragrance when worn. Examine what benefits mean within your category and markets before refining the message.
-
Contexts and comparisons
A skin care routine, consumption occasion, renovation project, or service journey: put comparisons in context to distinguish complementary offering roles from overlaps.
-
Language and response
The language people use to describe a product or service informs the creative brief. Available post-launch reactions show what was repeated, questioned, or reinterpreted.
Industry-specific analysis for your teams' briefs and their agencies.
For agenciesYour next decision
What decision is behind your next brief?
Define the categories, brands or offerings, markets, and decision behind your next brief. Our senior consultants scope the work with your business teams, in partnership with CMI/Insights.
Your industry isn't listed? Define the relevant categories and sources for your question with us.