Why is branding so important?

Brands can express a point of view on the world, play to a deep desire, resolve an emotional tension or champion a cultural movement. However, if your product’s rational benefits are relevant, valuable and different enough it may not be advantageous to ladder up to an emotional benefits. Maybe Simon Sinek is wrong and sometimes […]

Identifying your brand positioning

Brand Proposition The brand proposition is the rational or emotional benefits valued by the customer segment, gained from what you sell, how you do it or why you exist. Customer value considerations • The customer may not realise value until they see it e.g. Sony Walkman. • If your product’s rational benefits are valuable and […]