Brand is a feeling about a product.Its not what you say it is.Its what they say it is.
Why People have many choices offering similar features
BUYING CHOICE= TRUST
TRUST = Reliability+ Delight
Problem : Does the left brain know what the right is doing?
- Differentiate (filters information)
- Focus (Who,What,Why)
- Innovate (STAND OUT)
- Audience can verbalize your concept
- Cultivate (a living brand is a pattern of behavior)Brands are like people: if people can change clothes without changing character – Why can’t a brand?
- OLD PARADIGM : Control the look & feel
- NEW PARADIGM :Influence the Character of the brand; Validate the change
- Distribute & Cultivate the bridge between LOGIC and MAGIC!
Good Brand Extensions grow value of a brand by reinforcing