# eToro Brand Strategy — Pre-Call Questionnaire
## For Assaf Dagan's C-suite sessions · Curious Endeavor

*This questionnaire goes out before your Zoom with Assaf. It takes 15-20 minutes to fill. There are no wrong answers — we're looking for your honest perspective, not the official narrative. Everything stays inside the room.*

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### 01 — THE BURNING PLATFORM
*Why this work, why now*

**Q1.** What's driving this brand work right now? Not the official reason — the real one.

**Q2.** Where does eToro's brand fall short today? Be specific: what's the gap between how you see the brand internally and how the market actually perceives it?

**Q3.** What's changed in eToro's business or market in the last 2-3 years that the brand hasn't caught up to yet?

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### 02 — WHAT'S NOT WORKING
*An honest audit of what's been tried*

**Q4.** What has been tried before on the brand front that didn't work? Walk us through what was attempted, what didn't land, and why.

**Q5.** What's actively working against you right now — a word, a visual, a positioning, a campaign — that you'd fix tomorrow if you could? Why hasn't it been fixed?

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### 03 — THE BATTLEFIELD
*How you read the competitive landscape*

**Q6.** Map your competitive landscape for us: who's the legacy player, who's the true challenger, who's quietly taking market share? Who do you lose to and why?

**Q7.** What do competitors do better than eToro when it comes to brand and market perception? (This is the room for honest answers.)

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### 04 — THE BUYER
*Who you're building for and who you want to be building for*

**Q8.** Who is eToro's core user today? Who do you want them to be in 3 years? Where's the gap between those two pictures?

**Q9.** What brands — in fintech or completely outside it — do your best users also love? What does that tell you about them?

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### 05 — THE CLAIM
*How you define what eToro uniquely owns*

**Q10.** Complete this sentence: *"eToro is the only company that ___________."*

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### 06 — THE CONVICTION
*What you stand for and what you refuse to be*

**Q11.** What does eToro refuse to be? What would you never say, never look like, never do — even if a competitor is winning with it?

**Q12.** What aspects of the brand are non-negotiable? What cannot change, regardless of what this process surfaces?

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### 07 — THE VOICE
*How eToro sounds and how it should sound*

**Q13.** What do customers actually say about eToro — their words, not yours? And what do you wish they said instead? Where's the gap?

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### 08 — THE LOOK
*Visual direction and ambition*

**Q14.** Which brands — in fintech or far outside it — feel like eToro's visual future? Which represent where the brand has been and needs to move away from?

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### 09 — THE FINISH LINE
*How you'll know this worked*

**Q15.** What does success look like in 12 months? How will you personally know this brand work was worth the investment?

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*Prepared by Curious Endeavor · Confidential*