Library
Everything the workshop draws on: archetypes, verified-source Indian examples, frameworks, the quiz and a plain-language glossary.
Start from the centre: why you exist, then how you do it, then what you sell, and who it is for.
Why → How → What → Who
Why: help weekend trekkers feel free. How: field-test every product on Indian trails. What: outdoor apparel. Who: weekend trekkers in Western India. (Ghumakkad Gear, fictional demo)
Inspired by Simon Sinek's Golden Circle (Start With Why, 2009). "Who" is a Monk Media One addition.
Six layers, from the deepest beliefs to what people see first.
Values & beliefs → Culture → Attributes & benefits → Behaviour → Tone of voice → Look & feel
Monk Media One workshop framework, adapted from common brand-identity pyramid models.
One internal sentence that says who it is for, what you are, what you give and why they should believe you.
For [target], [brand] is the [category] that gives [benefit], because [reason to believe].
For weekend trekkers in Western India, Ghumakkad Gear is the outdoor apparel brand that gives trek-tested durability at honest prices, because every product is field-tested on Sahyadri and Himalayan trails before it launches. (Fictional demo)
Classic positioning-statement format widely used in marketing practice.
Prove you are different: if a competitor could truthfully say it too, it is not onliness yet.
[Brand] is the only [category] that [differentiator] for [customer] in [location] who [need], in a time when [trend].
Adapted from the onliness statement in Marty Neumeier's Zag (2006).
A plain sentence the whole team can repeat, so everyone pulls in the same direction.
We help [who] to [do what] by [how], unlike [alternative] which [limitation].
Monk Media One template.
What you would say in 30 seconds between floors. Problem, solution, proof, ask.
You know how [problem]? We [solution] for [who]. Unlike [alternative], we [difference]. [Proof]. [Ask].
Monk Media One template based on standard elevator-pitch practice.
Move people from noticing you to acting: Attention, Interest, Desire, Action.
Attention (hook) → Interest (relevance) → Desire (benefit and proof) → Action (one clear next step)
AIDA model, commonly attributed to E. St. Elmo Lewis (c. 1898).
Positioning happens in the customer's mind, not in your brochure.
"Positioning is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market."
Philip Kotler & Kevin Lane Keller, Marketing Management. Verify wording against the edition you cite.