Brand+Vision+Statement

Brand Vision Statement: Clif Bars __ Core Identity __ **Brand Soul:** Nutrition bar that enhances wellness and an active lifestyle. __ Extended Identity __ **Personality**: Clif Bar is a 27 year old male named Ryan from Northern California. He is interested in hiking, skiing, volunteering and staying in general healthy. Though he may be a health nut he is not a vegetarian. He graduated from University of California, Berkeley with a BS in Finance and Economics. Once graduating he took a year off from school and work to travel the world including Thailand, most of Europe, and South Africa where he worked to educate locals on AIDS and the Environment. Once he returned to the U.S. he immediately began looking for jobs. He currently works for ___________________. Ryan has had a girlfriend for about two years now but is not completely ready to settle down and raise a family. He still wants to get a chance to explore and have more adventures before committing. He also knows that he is not ready for that commitment and believes it would be irresponsible for him to think otherwise. Once he is ready for a family he will devote his life to them. __ Consumer Relationship __ **Functional Benefits**: Healthy alternative to snack with better taste.
 * Brand Values:** Authentic, organic, adventurous, community, healthy minded
 * Point of Difference:** Independent, organic, community,
 * Brand Positioning**: Better food, better value, better Earth.
 * Emotional Benefits**: Feeling empowered and independent. Making a difference.
 * Consumer/ Brand Relationship**: Coach