Brush the Basics: 2013 Brand Glossary
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Transcript of Brush the Basics: 2013 Brand Glossary
2013 Brand Glossary
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BRAND CHARACTER
Actionable values & principles that enable a brand to stand tall, & to
stay classy is called Brand Character. Brand character draws a line that moral weakness
cannot cross.
Dose Your Brand Live the Life of a
Consumer?
Do you have insights on what your customer/
consumer values? Have you constantly innovated to deliver superior brand experience? Brand Depth
is the measure of customer presence
inside the brand & is a key indicator of a
company’s ability to innovate on brand, and
to create new streams of customer value.
ARE YOU SELLING A PRODUCT OR A
BRAND?50 years ago, marketers
spoke about product differentiation. Today, many colas taste the same, many cellular
service providers offer similar plans & the list goes on…. Marketers
need to establish unique associations with their
brands & create a unique position relative to competition. Brand
differentiation helps a product stand out in the
“Me Too” world
Are you a perceived Market Leader? Undisputed No. 1 Brand Position is called Brand Dominance!
Allow your Customers to
Hack your Brand!
Customers can pump in more meaning, add
content and context that perhaps you (as the
brand originator) overlooked. This can prove to be the most
effective way of migrating your brand in to a new value domain. New brand strategies encourage (and thrive upon) brand hacks.
Harmony in Diversity!
Brand Harmonization is Ensuring that all
products in a particular brand range have a
consistent name, visual identity and, ideally, positioning across a
number of geographic or product/service markets.
European? Australian? Asian?
When humanized, what avatar your brand will take? What unique traits
will your brand possess. What individual characteristics will your
brand reflect? While Brand Image is all about the tangible (physical &
functional) benefits and attributes of a brand, brand personality is brand
personification & associated intangible benefits.
BRAND RESONANCE
Brand resonance can be defined as how well you connect
with your customer both formally &
casually. Creating resonance with your brand means your
message has to permeate
consumers’ minds and lives. More than
ever, marketing needs to be
impactful and emotive to create
resonance.
Brand Positioning should be
Supported by a Brand Story!
Brand Story is the drama of past,
present and future value that flows
through you, and your products, to the
customer. Brand stories should be
written by customers, in their
terms.
Brand Tribalism is Community Creation!A brand tribe is not just customers or consumers; it is a group of strong
believers and brand advocates. A brand tribe is a network of varied persons who are linked by a shared belief around a brand; they spread a positive word of mouth and play an important role in building brand
reputation by providing endorsements.
Wishes you a Fantastic 2013
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