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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