Who, What, Where, When, Why. Although, for marketers, the fifth "W" should be first because building your marketing strategy is entirely about answering the why.
A brand position must answer for the customer the question of why do you exist. Your advertising should convey this reason. To develop this, it's critical to understand the specific reasons why customers buy what they do.
Successful new brands possess this key insight. Therefore, they don't generate demand but simply reveal it.