Branding is about culture and knowledge. It’s the best tools you have to engage with your audiences.

Branding is strategic. Marketing is tactical.

« It is the capacity of influencing the customer’s perception that makes the brand so valuable » ( Aaker – 1991 )

« From the company perspective, the brand is the meaning proposition, a concept, which must be materialized to become an active partner in a relationship with customers » ( Susan Fournier – 1988 )

« On one hand, the brand is a storehoure for the meanings associated to the brand name by the customers; on the other hand, the brand is a powerhouse, the meaning proposition that is offered to the market through brand manifestations ( Sherry – 2005 )

« A brand’s value is merely the sum total of how much extra people will pay, or how often they choose, the expectations, memories, stories and relationships of one brand over the alternatives. » – Seth Godin

a problem well stated is a problem half solved

Brand positioning is the relative differences between brands as perceived by the audience.

how you think and feel about the brand is the brand

« engaging brands into sustainable and/or true purpose as a huge potential path of growth and development » – Keith Weed #Unilever « futur of the brands » Cannes Lions 2015

« The best brands – or at least the ones that seem to have some real momentum in the minds of consumers – seem to have some clearly articulated purpose, are values driven, and see their role in society as integral to everything they do. »  Jim Cuene – 2011

how you think and feel about the brand is the brand

brands that are beautifully consistent and consistently beautiful