Apple's "How" is "A watch," and Apple's watch "who" is also "Successful John," as well as "Sporty Jane" and a few other buyer personas.

Apple and Rolex may share the same "how" and may have overlapping "who's." However, their "what" is significantly different based on the content they create.

While Rolex "what" is: A story of success

Apple "what" is a safe radical adventure.

Assignment

Above is an example of two reference markets. This week you will create two reference markets based on existing brands. We will be focusing on sneakers made from Nike and sneakers from Gucci that share the same "how," and may have overlaps in the "who." However, they should have different "what's" Then, you will:

1. Create the reference market for each brand, Nike and Gucci
2. Discuss the reference market of each brand