Branding and Strategies
Discover Your Brand's Archetype
Archetypes are universal patterns of behavior, personality, and desire that are shared by all humans. They represent our collective dreams, aspirations, and motivations, and help us make sense of our experiences. Identifying your brand's archetype can be a powerful tool for defining your brand's personality and positioning. Understanding your brand's...
Discover Your Brand's Archetype
Archetypes are universal patterns of behavior, personality, and desire that are shared by all humans. They represent our collective dreams, aspirations, and motivations, and help us make sense of our experiences. Identifying your brand's archetype can be a powerful tool...
The Power of Aligning Brand and Consumer Values
Our values are fundamental beliefs and principles that guide our decisions and actions in life. They influence our behaviors, our lifestyle choices, and even our brand preferences. As a brand, aligning your core values with those of your target audience can be a powerful way to position your brand and...
The Power of Aligning Brand and Consumer Values
Our values are fundamental beliefs and principles that guide our decisions and actions in life. They influence our behaviors, our lifestyle choices, and even our brand preferences. As a brand, aligning your core values with those of your target audience can be a powerful way ...
Leveraging Scarcity and Exclusivity in Branding
Creating a sense of scarcity and exclusivity around a product or service can make it more desirable to consumers. It can be applied to various aspects of the marketing mix, including the product, user base, ingredients or components, process or technologies, and distribution. Here are some ways to leverage scarcity...
Leveraging Scarcity and Exclusivity in Branding
Creating a sense of scarcity and exclusivity around a product or service can make it more desirable to consumers. It can be applied to various aspects of the marketing mix, including the product, user base, ingredients or components, process or technologies, and distribution....
Positioning Your Brand as the Category Gold Standard
In every category, there is a "gold standard" that represents the ideal product or associations that consumers expect. This includes emotions, needs, values, moods, usage contexts, and more. As a brand, you can try to claim these associations or position yourself as closely as possible to the gold standard to...
Positioning Your Brand as the Category Gold Standard
In every category, there is a "gold standard" that represents the ideal product or associations that consumers expect. This includes emotions, needs, values, moods, usage contexts, and more. As a brand, you can try to claim these associations or position yourself as closely a...
Defining Your Brand's Attributes
Inherent characteristics and distinctive features are what make up a brand's defining attributes. These can include taste (like Vegemite), price (like Stella Artois' "Reassuringly Expensive" slogan), user imagery (like Pepsi's 'new generation' positioning), packaging (like the iconic shape of the Coke bottle), brand personality (like Southwest Airlines' quirky image), and...
Defining Your Brand's Attributes
Inherent characteristics and distinctive features are what make up a brand's defining attributes. These can include taste (like Vegemite), price (like Stella Artois' "Reassuringly Expensive" slogan), user imagery (like Pepsi's 'new generation' positioning), packaging (like th...
Utilizing Usage and Consumption Context for Effective Brand Positioning
Effective brand positioning requires an understanding of the context in which a brand is used or consumed. Brands can leverage this context to create significant opportunities for themselves. This can be achieved through an understanding of the current usage context of a brand or by associating the brand with a...
Utilizing Usage and Consumption Context for Effective Brand Positioning
Effective brand positioning requires an understanding of the context in which a brand is used or consumed. Brands can leverage this context to create significant opportunities for themselves. This can be achieved through an understanding of the current usage context of a bran...