Arenas

Delivering on customer truths not category norms, supercharges the world’s most valuable brands

Why should you care?

The world’s most valuable brands use Arena Thinking to fuel their extraordinary growth. Increasingly, it’s difficult to assign the highest-performing Best Global Brands into any single category (what do Apple and Google do?); however, things become much clearer when taking the perspective of customer Jobs To Be Done (ref. Clay Christensen’s JTBD theory) and looking at which needs they address. Google helps us with multiple “Jobs,” like how we Learn, Connect,

Move – and even Dwell. Nike – not a FAANG – helps us Thrive, Express ourselves and Connect with others. We can put Microsoft and Disney in this set too.

Arena Thinking is a new way of driving brand growth. Instead of putting category conventions or industry norms at the center of strategy, Arena Thinking puts human motivation and evolving expectations at the center.

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EXPLORE

Tapping into wanderlust.

FUND

From Financial To Services.

TASTE

Creating the currency of culture.

PLAY

Breaking Free.

THRIVE

Helping people get better at living.

DWELL

Getting invited inside

CONNECT

Mastering the art of making “it all work”.

EXPRESS

Making the impossible feel possible.

MOVE

Removing all constraints.

DO

Bringing ideas to life.

PROVIDE

Choosing ‘better’ above all.

LEARN

Developing exponentially.

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