A brand strategy workshop brings clarity to how a business presents itself and connects with its audience. Without a clear strategy, brands often struggle with inconsistent messaging, weak differentiation, and missed opportunities.
Did you know that 77% of consumers buy from brands that share their values? Yet, many businesses fail to communicate their identity effectively.
A well-structured workshop aligns key stakeholders on brand identity development, ensuring consistency across all touchpoints. It helps define brand positioning, mission, and values, creating a foundation for stronger customer relationships. Companies that invest in branding exercises see up to 23% higher revenue growth than those that don’t.
So, what’s stopping your brand from standing out?
This guide explores how a brand strategy workshop can shape your success—from planning and exercises to selecting the best program. We’ll also cover the top workshops in 2025, including The Brand Professor Workshop, Blushush, and OhhMyBrand. If you’re ready to build a lasting brand perception, this is where it begins.
Understanding the Importance of a Brand Strategy Workshop
A brand strategy workshop brings structure to how a business defines itself. Companies that conduct regular branding exercises see a 33% increase in brand recognition, which leads to stronger customer loyalty. Without a clear strategy, brands often struggle with mixed messaging and weak differentiation, making it harder to build a lasting connection with their audience.
1. Defining Brand Strategy
A brand strategy shapes how a company presents itself. It includes brand positioning, mission, values, and differentiation, ensuring that every customer interaction reflects a unified identity. Without a structured approach, businesses risk sending inconsistent messages that confuse potential customers. A workshop provides a focused setting to clarify these elements and create a solid foundation for growth.
2. Benefits of Conducting a Workshop
A structured brand strategy workshop helps businesses:
✔ Refine brand messaging to create a consistent voice across channels
✔ Strengthen customer connections by defining core values that resonate
✔ Align internal teams so every department understands the brand’s direction
✔ Uncover market opportunities through competitor analysis and audience insights
Companies that prioritize their brand strategy experience 25% faster revenue growth. A well-planned workshop makes this possible by turning abstract ideas into actionable steps.
Planning Your Brand Strategy Workshop
A brand strategy workshop delivers meaningful results when structured with clear goals and the right participants. Without a focused plan, discussions can drift, leading to broad ideas that don’t translate into action. A well-organized session helps sharpen brand identity development, ensuring that every insight contributes to a stronger market position.
1. Setting Clear Objectives
A successful workshop starts with a defined purpose. Some businesses focus on brand positioning, while others refine brand storytelling or audience engagement. Establishing clear objectives keeps discussions productive and results-driven. Common goals include:
- Defining the brand’s mission, vision, and values
- Strengthening brand perception for better audience connection
- Aligning messaging across marketing, sales, and customer service
- Identifying ways to improve brand differentiation
2. Assembling the Right Team
The best insights come from a diverse group. Involve key decision-makers, marketing professionals, sales teams, and customer experience experts. Each department plays a role in shaping brand consistency and delivering a unified message. External brand consultants can also add fresh perspectives.
3. Choosing a Skilled Facilitator
A strong facilitator ensures discussions stay on track. Whether it’s an internal leader or an external expert, the facilitator’s role is to guide conversations, keep participants engaged, and turn insights into actionable steps. A structured approach prevents the session from becoming a brainstorming exercise without real results.
A well-planned brand strategy workshop leads to practical strategies that enhance brand storytelling, align internal teams, and create a strong competitive edge.
Key Components of a Successful Workshop
A brand strategy workshop is most effective when it follows a structured approach. Each session should focus on critical aspects that shape a brand’s identity, positioning, and market presence. By breaking the process into key components, businesses can extract meaningful insights and translate them into real-world strategies.
1. Brand Audit and Research
Before defining the future, it’s essential to understand the present. A brand audit evaluates how the brand is currently perceived, identifying strengths and areas for improvement. This includes:
✔ Reviewing customer feedback to assess brand perception
✔ Analyzing competitors to identify differentiation opportunities
✔ Assessing brand consistency across digital and offline channels
2. Defining Brand Core Elements
A strong brand operates with a well-defined foundation. A workshop should focus on clarifying:
- Mission: The brand’s purpose beyond selling a product or service
- Vision: The long-term impact the brand aims to create
- Values: The guiding principles that shape decisions and interactions
These elements shape the brand’s voice and messaging, ensuring alignment across all communication channels.
3. Identifying Target Audience
Understanding the audience is at the core of brand positioning. Without a clear picture of who the brand serves, marketing efforts may lack focus. A well-structured branding exercise helps:
✔ Define customer personas based on demographics, behaviors, and motivations
✔ Identify pain points and desires that the brand can address
✔ Map the customer journey to ensure a seamless brand experience
Workshops that focus on these core components create a solid blueprint for brand success. When teams align on mission, values, and audience insights, messaging becomes sharper, and market positioning becomes stronger.
10+ Branding Workshop Exercises to Run in 2025
A brand strategy workshop thrives on interactive exercises that bring ideas to life. The right activities help define brand identity development, clarify messaging, and strengthen market positioning. Whether refining an existing brand or building one from scratch, these exercises encourage deeper discussions and practical takeaways.
1. Vision & Mission Statement Refinement
A clear mission and vision set the foundation for a strong brand strategy workshop. Without well-defined statements, a brand lacks direction, making it difficult to connect with its audience.
How to Run This Exercise:
- Ask participants to write down the brand’s current mission and vision.
- Discuss whether these statements reflect the brand’s long-term goals and values.
- Identify gaps by answering:
- Does the mission clearly define what the brand stands for?
- Is the vision inspiring and forward-thinking?
- Can both statements differentiate the brand from competitors?
- Refine the language to make the message more impactful and aligned with the brand’s positioning.
2. Competitive Positioning Analysis
Knowing where a brand stands in the market helps refine its brand positioning and uncover opportunities for differentiation. This exercise identifies key competitors and analyzes their strengths, weaknesses, and unique selling points.
How to Run This Exercise:
- List the top five competitors in the industry.
- Examine their brand messaging, visual identity, and customer engagement strategies.
- Identify gaps or inconsistencies in their approach.
- Compare their positioning to your brand by answering:
- What makes them stand out?
- Where do they fall short?
- How does our brand offer something different or better?
- Summarize findings in a competitive positioning map to visualize where the brand fits in the market.
3. Brand Archetype Exploration
Defining a brand’s personality helps create a stronger emotional connection with its audience. This exercise uses brand archetypes to clarify the brand identity development and ensure consistency in messaging.
How to Run This Exercise:
✔ Introduce the 12 brand archetypes (e.g., The Creator, The Explorer, The Ruler).
✔ Have participants match the brand to one or two archetypes based on values, tone, and messaging.
✔ Discuss how the chosen archetype shapes brand storytelling and audience engagement.
4. Elevator Pitch Development
An effective brand strategy workshop should help businesses articulate their value in a concise and compelling way. This exercise refines the brand messaging by crafting an elevator pitch—a brief statement that clearly communicates what the brand does, who it serves, and why it matters.
How to Run This Exercise:
Start by asking participants to write down how they would describe the brand in 30 seconds or less. Encourage them to focus on three key elements: the problem the brand solves, the unique value it offers, and what sets it apart. Once everyone has their version, compare the responses and identify common themes. The goal is to craft a clear, engaging pitch that resonates with the target audience. A strong elevator pitch avoids jargon, uses natural language, and leaves a lasting impression.
5. Brand Storytelling Workshop
Every brand has a story, but not all businesses know how to tell it effectively. This exercise helps refine brand storytelling by creating a structured narrative that connects emotionally with the audience. A compelling brand story builds trust, strengthens loyalty, and makes a brand more memorable.
How to Run This Exercise:
Begin by identifying the core elements of the brand’s story: its origin, challenges, mission, and impact. Ask participants to break down the journey into three parts—the beginning (why the brand was created), the struggle (problems it solves), and the success (the value it delivers today). Encourage storytelling that feels authentic rather than overly promotional. Once the narrative is outlined, test it by sharing it aloud and refining it for clarity and emotional impact.
6. Core Values Alignment Exercise
A brand’s core values define its identity and influence every decision, from marketing strategies to customer interactions. This exercise ensures that a company’s values align with its actions and messaging, creating a stronger brand perception.
How to Run This Exercise:
Start by listing the brand’s current core values and ask participants to assess whether these values are reflected in the company’s daily operations, customer experience, and brand messaging. If there is a disconnect, refine or redefine the values to better align with the brand’s vision. Use guiding questions like:
✔ Are these values evident in customer interactions and brand messaging?
✔ Do employees and stakeholders resonate with these values?
Encourage participants to provide real-world examples of how these values shape the brand’s culture and decision-making. The goal is to ensure consistency between what the brand claims to stand for and how it operates.
7. Visual Identity Mood Board Creation
A brand’s visual identity plays a major role in shaping brand perception and recognition. This exercise helps define the aesthetic elements that communicate the brand’s personality, ensuring consistency across all platforms. A well-structured brand strategy workshop should include discussions on logos, colors, typography, and imagery to create a unified brand experience.
How to Run This Exercise:
Ask participants to collect visual elements that represent the brand’s personality and values. This can include:
✔ Color palettes that evoke the right emotions (e.g., blue for trust, red for energy)
✔ Typography choices that reflect the brand’s tone (e.g., modern, playful, professional)
✔ Imagery styles that align with the brand’s messaging (e.g., minimalistic, bold, elegant)
Once the mood board is compiled, compare it to existing brand visuals. If there’s a disconnect, refine the elements to ensure they align with the overall brand identity development.
8. Brand Tone & Voice Exploration
A strong brand strategy workshop should establish a clear and consistent brand voice. The way a brand communicates impacts how it is perceived, influencing customer trust and engagement. This exercise helps define the brand tone to ensure messaging aligns with the company’s identity and audience expectations.
How to Run This Exercise:
Begin by asking participants to describe the brand’s personality in three to five words (e.g., authoritative, friendly, professional, witty). Then, compare these descriptions to existing brand messaging across websites, social media, and marketing materials. Encourage discussion around:
✔ Does the current tone match the intended brand personality?
✔ How should the tone change across different platforms? (e.g., conversational for social media, formal for reports)
Once a preferred tone is established, create a brand voice guide with specific guidelines on language style, word choice, and phrasing to ensure consistency across all communications.
9. Brand Experience Mapping
A brand’s success depends on how customers interact with it at every stage. This exercise maps out the customer journey, identifying key touchpoints where branding influences decision-making. A well-structured brand strategy workshop should analyze these interactions to ensure a seamless and engaging experience.
How to Run This Exercise:
Start by outlining the major stages of the customer journey—awareness, consideration, purchase, retention, and advocacy. Then, identify all touchpoints where the brand interacts with customers, such as:
✔ Website, social media, and email communication
✔ Customer service interactions and product experiences
Analyze whether each touchpoint delivers a consistent brand perception and aligns with the brand’s values and messaging. If inconsistencies arise, create strategies to improve cohesion across all customer interactions.
10. Future-Proofing the Brand Strategy
Brands must adapt to changing consumer behaviors and industry trends. This exercise helps businesses anticipate challenges and refine their brand positioning to remain relevant in a competitive market. A proactive approach ensures that a brand continues to resonate with its audience while maintaining consistency in messaging and identity.
How to Run This Exercise:
Encourage participants to brainstorm potential industry shifts and challenges their brand might face in the next 3-5 years. Focus on:
✔ Emerging trends in customer expectations and market demands
✔ Technological advancements that could impact brand communication
Once potential shifts are identified, discuss ways to adapt the brand identity development strategy without losing core values. Document insights and create an action plan for refining branding efforts as the industry evolves.
11. Customer Persona Development
Understanding the audience is key to effective brand positioning. This exercise helps define ideal customer profiles by identifying their demographics, behaviors, and pain points. A well-structured brand strategy workshop should ensure that branding efforts resonate with the right people.
How to Run This Exercise:
Ask participants to create detailed customer personas by outlining:
✔ Demographics – Age, gender, income, location, and profession
✔ Psychographics – Interests, values, motivations, and lifestyle choices
✔ Pain Points & Needs – Challenges they face and how the brand can provide solutions
Compare these personas to existing marketing efforts to ensure alignment. If there are gaps, refine messaging to address audience needs more effectively.
Brand Strategy Workshop Exercises – Detailed Table
| No. | Exercise Name | Purpose | Key Steps |
| 1 | Vision & Mission Statement Refinement | Clarify the brand’s purpose and long-term vision. | 1. Review current mission and vision.
2. Identify gaps and inconsistencies. 3. Refine statements for clarity and alignment. |
| 2 | Competitive Positioning Analysis | Identify competitors’ strengths and weaknesses to refine brand positioning. | 1. List top five competitors.
2. Analyze their strengths, weaknesses, and positioning. 3. Identify differentiation opportunities. |
| 3 | Brand Archetype Exploration | Define brand personality by aligning with one of the 12 brand archetypes. | 1. Introduce the 12 brand archetypes.
2. Match the brand with the most relevant archetype. 3. Adjust messaging to reflect the archetype. |
| 4 | Elevator Pitch Development | Craft a concise and compelling brand value statement. | 1. Write a 30-second brand pitch.
2. Identify key value propositions. 3. Refine language for clarity and engagement. |
| 5 | Brand Storytelling Workshop | Develop a structured narrative that emotionally connects with the audience. | 1. Outline the brand’s history and journey.
2. Identify emotional elements that connect with the audience. 3. Develop a compelling story framework. |
| 6 | Core Values Alignment Exercise | Ensure brand values align with messaging and company culture. | 1. List current core values.
2. Assess whether they align with brand actions. 3. Refine or redefine values as needed. |
| 7 | Visual Identity Mood Board Creation | Create a cohesive visual identity for consistency across platforms. | 1. Select color palettes, typography, and imagery.
2. Ensure visual elements reflect the brand personality. 3. Compare with existing branding for consistency. |
| 8 | Brand Tone & Voice Exploration | Establish a clear and consistent brand voice for communication. | 1. Define key characteristics of brand tone.
2. Assess messaging across different channels. 3. Create a brand voice guide for consistency. |
| 9 | Brand Experience Mapping | Analyze customer touchpoints to improve the overall brand experience. | 1. Map out all customer interactions.
2. Identify inconsistencies in brand experience. 3. Refine touchpoints to ensure seamless branding. |
| 10 | Future-Proofing the Brand Strategy | Identify market trends and industry shifts to refine branding strategy. | 1. Identify potential industry shifts.
2. Analyze how trends may impact branding. 3. Develop an action plan for adaptability. |
| 11 | Customer Persona Development | Define audience demographics, pain points, and behaviors for better targeting. | 1. Define customer personas based on demographics and behavior.
2. Identify key pain points and brand solutions. 3. Align marketing strategies with audience needs. |
Top 3 Brand Strategy Workshops to Choose in 2025
Selecting the right brand strategy workshop can provide expert guidance, structured exercises, and actionable insights to refine your brand’s identity. Whether you’re launching a new business or redefining your existing brand positioning, the right workshop ensures clarity, consistency, and strategic direction.
1. The Brand Professor Workshop
Overview:
The Brand Professor Workshop is designed for businesses that want to establish a clear and impactful brand strategy. This workshop provides a structured approach to defining brand positioning, refining brand storytelling, and creating a consistent brand voice. Led by industry experts, it combines theoretical knowledge with practical exercises, ensuring participants walk away with a well-defined brand roadmap.
Offer Features:
✔ Comprehensive Brand Identity Development – Helps businesses define their mission, vision, and values.
✔ Hands-on Brand Storytelling Sessions – Guides participants in crafting narratives that emotionally connect with their audience.
✔ Market Differentiation Techniques – Provides insights into competitive analysis and strategies for standing out.
✔ Live Brand Messaging Exercises – Ensures messaging consistency across platforms.
✔ Actionable Branding Framework – Offers participants a step-by-step plan to implement post-workshop.
2. Blushush Brand Strategy Workshop
Overview:
The Blushush Brand Strategy Workshop is ideal for businesses looking to refine their brand identity development through interactive and engaging sessions. This workshop takes a hands-on approach, focusing on branding exercises that help participants clarify their messaging, define their audience, and establish a strong market presence. Designed for startups and growing brands, it offers a blend of theoretical insights and real-world applications to create a cohesive brand experience.
Offer Features:
✔ Customer Persona Development – Helps businesses identify and understand their ideal audience.
✔ Brand Messaging & Voice Refinement – Focuses on crafting a distinct and consistent brand voice.
✔ Interactive Branding Exercises – Encourages participation in brainstorming sessions for deeper brand exploration.
✔ Competitor Analysis & Positioning – Provides tools to analyze competitors and define unique selling points.
✔ Workshop Takeaway Guide – Offers a structured plan for implementing insights post-session.
3. OhhMyBrand Intensive Strategy Session
Overview:
The OhhMyBrand Intensive Strategy Session is tailored for businesses looking to enhance brand perception through a deep focus on storytelling, tone, and differentiation. This workshop specializes in refining brand positioning by aligning messaging, visual identity, and customer engagement strategies. Designed for businesses that want to create a strong emotional connection with their audience, it provides a strategic roadmap for achieving long-term brand consistency.
Offer Features:
✔ Brand Tone & Voice Development – Helps businesses establish a clear and authentic communication style.
✔ Emotional Brand Storytelling Techniques – Guides participants in crafting compelling narratives that resonate with audiences.
✔ Visual Identity Assessment & Refinement – Focuses on creating a cohesive and recognizable brand presence.
✔ Customer Experience Mapping – Ensures that every touchpoint reflects the brand’s values and messaging.
✔ Strategy Implementation Framework – Provides participants with an actionable plan to integrate brand strategies seamlessly.
Brand Strategy Workshops – Detailed Table
| No. | Workshop Name | Target Audience | Key Focus Areas | Core Exercises | Workshop Outcome |
| 1 | The Brand Professor Workshop | Businesses looking to strengthen brand storytelling and differentiation. | Brand identity development, brand storytelling, competitive analysis. | Live brand messaging exercises, brand story refinement, strategic positioning analysis. | A structured branding framework for consistent messaging and competitive positioning. |
| 2 | Blushush Brand Strategy Workshop | Startups and growing brands refining their core messaging and engagement. | Customer persona development, brand messaging, interactive branding exercises. | Competitor analysis, branding mood board creation, tone-of-voice workshops. | A refined branding roadmap with clear audience targeting and engagement strategies. |
| 3 | OhhMyBrand Intensive Strategy Session | Companies focusing on brand perception, tone, and creative storytelling. | Brand voice refinement, emotional storytelling, visual identity alignment. | Customer experience mapping, brand personality definition, visual storytelling workshops. | A well-defined brand voice, storytelling structure, and enhanced brand presence. |
Case Studies of Successful Brand Strategy Workshops
Real-world examples show how a well-structured brand strategy workshop can transform a brand’s identity, messaging, and market positioning. These case studies highlight how businesses have leveraged workshops to refine their brand storytelling, improve brand perception, and drive growth.
Case Study 01: National Parks of New York Harbor’s Unified Branding Initiative
Overview:
The National Parks of New York Harbor (NPNH) manages 22 historic sites, including the Statue of Liberty and Ellis Island. Despite their cultural significance, these locations lacked a unified brand perception, leading to inconsistent messaging and lower visitor engagement. To address this, NPNH partnered with The Blake Project to conduct a brand strategy workshop that would refine their brand identity development and create a strong, cohesive presence.
Workshop Focus:
The primary objective was to establish a brand positioning framework that collectively markets all 22 locations. The workshop aimed to:
✔ Define a unified brand identity that highlights the shared heritage of the parks.
✔ Develop a strategic brand messaging plan to enhance audience engagement.
✔ Align stakeholders on a single vision for consistent communication across all sites.
Key Exercises:
To achieve these goals, the brand strategy workshop included:
✔ Brand Positioning Sessions – Defined unique attributes of each site and integrated them into a cohesive brand storytelling approach.
✔ Stakeholder Alignment Meetings – Ensured consistency in messaging and internal support for the branding initiative.
✔ Brand Experience Mapping – Analyzed visitor interactions to create a seamless and engaging brand experience.
Results:
The workshop led to measurable improvements in NPNH’s brand differentiation and audience engagement:
✔ Stronger Brand Recognition – The unified branding increased awareness, making the parks more recognizable as a collective experience.
✔ Enhanced Visitor Experience – Consistent branding across all sites provided visitors with a seamless brand experience.
✔ Optimized Marketing Strategy – A cohesive messaging plan improved communication across digital and offline channels.
Case Study 02: Coach’s Gen Z-Focused Brand Strategy
Overview:
In recent years, Coach, a renowned luxury fashion brand, recognized the need to rejuvenate its image and appeal to a younger demographic. Under the leadership of CEO Todd Kahn, Coach embarked on a strategic initiative to align its brand identity development with the preferences of Gen Z consumers.
Workshop Focus:
The brand strategy workshops aimed to:
- Understand Gen Z values and behaviors to inform product development and marketing strategies.
- Redefine brand positioning to resonate with younger audiences while maintaining core brand values.
- Develop innovative branding exercises that engage Gen Z consumers through preferred channels.
Key Exercises:
During the workshops, Coach implemented several strategic initiatives:
- Expressive Luxury Strategy: Launched in 2022, this strategy focused on blending timeless design with modern elements that appeal to Gen Z’s desire for self-expression.
- Product Innovation: Developed products like the Pillow Tabby handbag, which became iconic and viral among younger consumers, exemplifying the brand’s commitment to merging classic styles with contemporary aesthetics.
- Integrated Storytelling: Employed a ‘triangle offense’ approach that combines commercial leadership, creative direction, and storytelling to create cohesive and compelling brand narratives.
Results:
Coach’s strategic focus on Gen Z yielded significant outcomes:
- Increased Brand Relevance: The brand’s emphasis on Gen Z consumers propelled Coach to become the fifth hottest fashion brand, according to the Lyst Index.
- Product Success: Items like the Pillow Tabby handbag drove substantial growth, resonating deeply with the target demographic.
- Future Growth Plans: Building on this success, Coach plans to expand into casual footwear, aiming to establish a billion-dollar sneaker business that aligns with Gen Z’s fashion preferences.
Conclusion
A well-executed brand strategy workshop lays the foundation for a brand that is clear, consistent, and compelling. Businesses that invest in structured branding exercises gain a deeper understanding of their brand identity development, allowing them to refine their messaging, improve audience engagement, and create a lasting brand perception.
Workshops provide the space for teams to align on core values, differentiate themselves in the market, and develop a cohesive brand positioning strategy. Whether it’s through refining the brand’s mission, mapping the customer journey, or exploring creative storytelling techniques, these sessions turn abstract ideas into actionable strategies. Programs like The Brand Professor Workshop and OhhMyBrand Intensive Strategy Session offer structured methodologies that help businesses refine their identity and communicate with clarity.
Brands that prioritize continuous improvement and strategic alignment stay ahead of their competition. The exercises, insights, and real-world case studies discussed in this guide demonstrate how businesses can strengthen their brand experience and build deeper connections with their audience.
People also asked
1. What is a brand strategy workshop?
A brand strategy workshop is a structured session where businesses refine their brand identity development, strengthen brand positioning, and align messaging. Through branding exercises, teams define core values, improve brand perception, and ensure a unified brand experience across all marketing and communication channels for better audience engagement.
2. Why is a brand strategy workshop important?
A brand strategy workshop helps businesses clarify brand positioning, enhance brand storytelling, and create a strong brand perception. Companies using structured branding exercises achieve consistent messaging, better audience engagement, and stronger brand differentiation, leading to long-term market success.
3. Who should participate in a brand strategy workshop?
A brand strategy workshop should include key stakeholders such as leadership, marketing, sales, and product teams. Their insights shape brand identity development, refine brand messaging, and create a unified brand experience that resonates with customers and differentiates the brand from competitors.
4. What topics are covered in a brand strategy workshop?
Key topics include brand positioning, brand identity development, competitor analysis, customer personas, and brand storytelling. A structured brand strategy workshop refines messaging, enhances brand perception, and strengthens market differentiation through targeted branding exercises.
5. How long does a brand strategy workshop usually last?
A brand strategy workshop can last from a half-day to multiple sessions, depending on scope. Businesses focus on refining brand perception, conducting branding exercises, and aligning teams on brand positioning to create a clear, compelling, and competitive brand experience.
6. What are some common exercises in a brand strategy workshop?
Common branding exercises include SWOT analysis, brand storytelling, customer persona development, and brand tone refinement. These exercises enhance brand experience, strengthen brand positioning, and ensure a unique, consistent brand voice across platforms.
7. How do you prepare for a brand strategy workshop?
Preparation includes gathering market research, defining brand positioning, and analyzing competitors. A well-prepared brand identity development plan ensures strong brand messaging, compelling brand storytelling, and a consistent brand experience across all channels.
8. What outcomes can be expected from a brand strategy workshop?
A structured brand strategy workshop delivers clear brand positioning, stronger brand storytelling, and improved brand perception. Businesses achieve better customer engagement, consistent branding exercises, and a well-defined brand experience, leading to a competitive edge in the market.
