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

*This is a thinking document, not a form. Write as much or as little as you want — candor matters more than completeness. Your answers stay between you and Assaf.*

*Budget 30–40 minutes. Some questions will take two sentences; others might take a page.*

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### THE BURNING PLATFORM

**Q1.** What's the real pressure behind this brand project — the thing that isn't in the brief? What would make this work feel urgent to you personally?

**Q2.** What's the most uncomfortable thing you've heard about eToro from outside the company — from customers, journalists, investors, or competitors — that the internal team tends to dismiss or explain away?

**Q3.** What has changed in eToro's business or market in the last 2–3 years that the brand hasn't caught up to yet? (Include any geographic markets where that tension is most pronounced.)

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### THE PUBLIC COMPANY REALITY

**Q4.** eToro is now a public company. How has that changed what the brand needs to do — for investors, analysts, and media — versus what it needs to do for users? Where do those two demands conflict?

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### WHAT'S NOT WORKING

**Q5.** What has been tried before on the brand front that didn't work? Walk us through what was attempted, what didn't land, and — honestly — why.

**Q6.** What's actively working against eToro right now — a word, a visual, a positioning, a campaign direction — that you'd fix tomorrow if you could? Why hasn't it been fixed?

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### THE BATTLEFIELD

**Q7.** Map the competitive landscape for us: who's the legacy player, who's the real challenger, who's quietly taking market share? Who do you actually lose to, and why?

**Q8.** What do competitors do better than eToro when it comes to brand and market perception?

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### THE BUYER

**Q9.** 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?

**Q10.** 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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### THE CLAIM

**Q11.** What does eToro genuinely own in the minds of its best users that no competitor could credibly claim tomorrow? Not the mission statement — what's the actual earned territory?

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### THE CONVICTION

**Q12.** What does eToro refuse to be — aesthetically, tonally, strategically? And what's the one thing about the brand that's genuinely non-negotiable, regardless of what this process surfaces?

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### THE VOICE

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

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### THE eTORO QUESTION

**Q14.** Social trading was eToro's founding differentiator — CopyTrader, the community, democratising access. How central is that to the brand today? Is it still the thing that defines you, or has the business moved past it while the brand hasn't?

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### THE INTERNAL REALITY

**Q15.** Where do you suspect the leadership team disagrees about the brand — even if it's not openly debated? What's the conversation nobody's quite having?

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### THE LOOK

**Q16.** Which brands — in fintech or far outside it — feel like eToro's visual future? Which represent where you've been and need to move away from?

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### THE FINISH LINE

**Q17.** 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*