The document discusses how brands, like many other complex systems, have three layers: an outer layer that deals with the external environment, a middle layer, and an inner core or essence. It provides examples of systems with three layers, such as the layers of an egg, hair, and organizational management structures. The three layers phenomenon is common in nature and human systems.

1. Ali Anani
Fresh Look to Branding

2. Businesses have many layers

3. Layers of brands
Image
See
Personality
next
slide
Essence

4. http://business-fundas.com/2011/brand-
personality-dimensions/
The complexity of layers

5. Managerial Layers
Upper
Management
Middle
Management
Workers

6. Brand Shell Act 1
A Brand under shell
brand Brand Core
story Act 3
has
three
layers

7. A
brand
has 3 Thin
Thick
layers white
white
like
an egg
Yolk

8. Cross-section of hair
has 3 layers
Cuticle
Cortex
Medulla

9. The 3
layers
phenomena
is
abundant

10. The triad of
feelings, thinki
ng and action
lead to
unpredictable
trajectory

11. People
like
transp
arency
and to
see
beyond
the
outside
layer

12. The outside layer
deals directly with
the environment
and may reduce
visibility to inside
layers

13. Avoid making too
many predictions
Beware of the
chaotic pendulum of
the three layers
Inside
layer
Outside
layer
Middle
layer

14. Learn and
iterate your
story
Brand
stories are
no exception