We needed to do a deep dive into the motivations driving the next generation of fans, and use these to uncover which core and stretch opportunities would most successfully support brand growth. We started with two fundamental questions:
1. Where should we be playing?
Where should we focus – both within our heartland today and across broader opportunities tomorrow – to offer the greatest value?
2. How do we win with next-gen fans?
What are the specific unmet needs and motivations we must unlock to drive relevance and differentiation within those opportunities?