Brand Essence
„The core of a strategy lies in determining
what one will not do.“
Michael Porter, Professor at the Harvard Business School
Nurturing rather than Cracking!
If tomorrow your brand did not exist any more – how many consumers would probably miss your brand? Few? Many? Congratulations! In this case, your product has a unique and distinctive brand core, on which you can and should build.
Frequently, products or services are interchangeable, many advantages easy to copy. Not so the brand core! It contains the origin of loyalty to the brand: the brand can make its owner proud, give him or her a sense of security, salve the conscience, remind of childhood days, say “thank you”; using the brand is a form of expressing the self, belongingness or individuality are created, ...
What is the value of your brand? Does it have a clearly defined brand core which generates benefits and hence added value – or even better, delight! – with your customers, and which sets you apart from your competitors? How strongly can your brand value be experienced externally, and also internally, every day? What is more: How can we develop the brand value even further so that your brand becomes even more successful and fit for the future? We use the marketmind brand pyramid in workshops to analyse the status quo of your brand, to (re-)define the brand core and brand values, to deduce strategic consequences, and to develop a strategy together with your employees which enables you to implement brand core and brand values consistently in your daily working routine.
We are also happy to provide continuing support to you once the brand core process has been completed. For instance, we will support you in briefing your advertising agency in the light of brand core and brand values, together with you we will develop requirements for personnel selection and training, we will evaluate and forecast which measures are destined to strengthen or weaken your brand core in the long run.
View your brand core as a binding and lasting value system, nurture your brand instead of exploiting it! For then trends and fads can come and go, the identity of your brand will persist.
