Brush the Basics is a 2013 Brand Glossary that has a mix of conventional and new-age brand approaches. Hope you enjoy the read! Your feedback is welcome on sales@intelliassist.in
2. 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.
3. 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.
4. 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
5. Are you a perceived Market Leader? Undisputed No. 1 Brand Position is called Brand Dominance!
6. 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.
7. 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.
8. 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.
9. 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.
10. 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.
11. 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.
12. Wishes you a Fantastic 2013
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