You need to analyze the degree of resonance among customer motivation, value proposition and different strategies (as shown in the picture). And then you can find some strategies can resonate with the other two aspects, while some of the strategies cannot. And then select the strategies with the highest degree of resonance with customer motivation and value proposition. For example, Amway’s nutritious products target on the elderly and the value proposition is keeping energetic and healthy. Assume that the customer motivation is that Amway’s products can bring them health. Now Amway Now Amway wants to promote its products with certain celebrity. They have three options: Maggie Cheung, Jacky Chan and Lang Ping. The price of each of them is the same. Which one should Amway choose? For the brand of health care products, the choice Lang Ping can better resonate with its value proposition and customer motivation.