1. Brand Box Values & Personality Reasons to Believe Discriminator
Professional, Cooperative, Investigative, Progressive, Open-minded and Eager. Committed to facilitating global multidisciplinary collaboration, cultivate research and foster knowledge exchange.
A holistic approach to improve diagnostics
tools and therapeutic modalities between
disciplines.
Reasons to Believe
The only event that focuses on unifying the global knowledge of Fatty Liver, and that has the potential to yield research through multidisciplinary involvement.
Core Promise
A common language: Providing a global collaboration of multidisciplinary approaches to research and health services
Discriminator
I know that I dont know enough about how
Fatty Liver effects my dicipline, I want to learn how to treat it based on new research in the field and through new collaborations
Benefits
Learning what’s new in the field “diagnostics and therapeutics modalities” and joining a multidisciplinary community to network and share data/knowledge.
Key Insight
To treat my patients I need more knowledge of the Fatty Liver early warning signs. I also need better guidance for treatments options and access to a wider spectrum of data/research from a multidisciplinary point of view. Do not lose sight of the importance of including GPs.
Competitive Environment
Smaller international events focusing on either the clinical or scientific aspect of NAFLD within a very niche segment.
Core Audience
Hepatologists and gastroenterologists with the support of related “sub” specialities to bridge the gap of therapeutic modalities and research.

2. Definitions of Brand Box Items
Values & Personality
What the brand stands for and believes in.
The personal characteristics of the brand
Reasons to Believe
The proof we offer to substantiate the positioning
Core Promise
Benefits
The different emotional and functional benefits that motivate the audience
Discriminator
The single most compelling statement that the audience would make
Key Insight
That element of all you know about the audience and their needs upon which the brand is founded
Competitive Environment
The market dynamics and trends
Core Audience
The audience that is the most essential to realising the company’s / organisation’s objectives