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 […]
Insights power brands
Insight powers the most successful brands. Understanding your customers and what they value is the key to any successful branding project. There are many approaches to gathering useful insights in order to power your brand,the knowledge of the stakeholders involved in the business will be a starting point, however it is important that all stakeholders […]
