branding explained

Agency types love to throw around the term "brand" like it's some sort of deity, an all-knowing omnipotent solution to your marketing problem. But what exactly is a brand? A logo? A position in the mind? A guy in a black T-shirt scribbling on a whiteboard? A red-hot poker on a cow?

Dennis Hahn has created one of the best models for branding we've seen. His point is branding is not a start-to-finish process, where you need a clean slate and a cool mil to begin, but really a living ecosystem of parts that have to work together constantly. Like any engine, some brand parts may need a tune up. The model above shows you how to focus on each piece.

Also makes a cool board game. "Kids, you want to be Coke or Pepsi tonight?"

No comments:

Now your brand news diet is chockfull of tasty tales of Customer Experiences (CX). Served-fresh every morning for your daily recommended dose of marketing inspirations. Never sugar coated. May contain nuts. Archives | Look back at these past bites