Download - What Does Brand Mean
what do we mean when we say brand?
t h e s h r i n k c o o p e r a t i v e
to unlock deep brand truths, we must distinguish brand from product.
t h e s h r i n k c o o p e r a t i v e
brand is not product and product is not brand.
every marketplace proposition has two components, each with their own responsibilities.
t h e s h r i n k c o o p e r a t i v e
the brand proposition is the embodied experience and associated imagery consumers create around a product.
t h e s h r i n k c o o p e r a t i v e
the brand is the beacon of expectations and the steward of the consumer relationship.
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the product proposition is the story we tell to justify the fulfillment of our needs, wants and desires.
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it is the responsibility of the product to deliver on the promise of the brand and the potential of the consumer brand relationship.
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a clear understanding of the richness of the brand proposition unlocks opportunities and reveals hidden value.
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what does brand look like?
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because we imagine the world around us in our own image, brands possesses charisma.
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through metaphor we see that brands, like people, are vital, dynamic, sensual and complex.
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thinking
feeling
sensing
intuiting
brand is comprised of four
fundamental aspects;
brand is the collective public history of a good idea.
the thinking aspect is the rational and objective descriptions of the brand.
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brands are subjective and resonate with the ability to attract and repel.
the feeling aspect of brand is the emotional and human description of it’s presence.
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brands are distinct and immersive sensory experiences.
the sensing aspect is the way a brand comes alive for the five senses.
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brand is a product of and a participant in culture. it is subject to gossip and conjecture.
the intuiting aspect of the brand is where consumers keep uncertainty, hunches and secrets.
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growth is driven by an understanding of the value that is latent in the relationships consumers have with brand.
when we imagine our brand differently, what opportunities emerge?
t h e s h r i n k c o o p e r a t i v e
the shrink cooperativehelping brands imagine value differently
we are a loosely organized cooperative of
experienced researchers, planners and strategists
whose goal it is to help brands learn.
we deliver creative research and strategy
services that honor the responsibi l ity brands
have to help make things better.
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t h e s h r i n k c o o p e r a t i v e