The 4 Cs of Rokkan Strategy

During our Rokkan visit, Emma Pindell, Chelsea Coleman, and Spice Walker gave us some insight on they do research for their creative briefs and what they find essential to keep in mind for every account and every campaign. Here are their 4 essentials to look at for each brand/product:

1. Culture: what is the culture surrounding this brand/product?
2. Category: what category does this brand/product fall into. How do we stand out in this category?
3. Consumer: What does the consumer need? Who are they? What are they currently getting out of this category above? Where is our consumer edge?
4. Company: Where does this brand/product live currently and how can we use its strengths and unique qualities to elevate them out of the ordinary?

As someone about to step into a strategy internship, these 4 Cs are lenses that I will look at all my work through. Thank you, Rokkan Strategists, for such wisdom!

Katherine Dean