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.
with a purpose
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