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2013 Brand Glossary
- 1. 2013 Brand Glossary facebook.com/intelliassist www.intelliassist.in twitter.com/intelliassist
- 2. BRAND CHARACTER Actionable values & principles that enable a brand to stand tall, & to stay classy is called Brand Character. Brand character draws a line that moral weakness cannot cross.
- 3. Dose Your Brand Live the Life of a Consumer? Do you have insights on what your customer/ consumer values? Have you constantly innovated to deliver superior brand experience? Brand Depth is the measure of customer presence inside the brand & is a key indicator of a company’s ability to innovate on brand, and to create new streams of customer value.
- 4. ARE YOU SELLING A PRODUCT OR A BRAND? 50 years ago, marketers spoke about product differentiation. Today, many colas taste the same, many cellular service providers offer similar plans & the list goes on…. Marketers need to establish unique associations with their brands & create a unique position relative to competition. Brand differentiation helps a product stand out in the “Me Too” world
- 5. Are you a perceived Market Leader? Undisputed No. 1 Brand Position is called Brand Dominance!
- 6. Allow your Customers to Hack your Brand! Customers can pump in more meaning, add content and context that perhaps you (as the brand originator) overlooked. This can prove to be the most effective way of migrating your brand in to a new value domain. New brand strategies encourage (and thrive upon) brand hacks.
- 7. Harmony in Diversity! Brand Harmonization is Ensuring that all products in a particular brand range have a consistent name, visual identity and, ideally, positioning across a number of geographic or product/service markets.
- 8. European? Australian? Asian? When humanized, what avatar your brand will take? What unique traits will your brand possess. What individual characteristics will your brand reflect? While Brand Image is all about the tangible (physical & functional) benefits and attributes of a brand, brand personality is brand personification & associated intangible benefits.
- 9. BRAND RESONANCE Brand resonance can be defined as how well you connect with your customer both formally & casually. Creating resonance with your brand means your message has to permeate consumers’ minds and lives. More than ever, marketing needs to be impactful and emotive to create resonance.
- 10. Brand Positioning should be Supported by a Brand Story! Brand Story is the drama of past, present and future value that flows through you, and your products, to the customer. Brand stories should be written by customers, in their terms.
- 11. Brand Tribalism is Community Creation! A brand tribe is not just customers or consumers; it is a group of strong believers and brand advocates. A brand tribe is a network of varied persons who are linked by a shared belief around a brand; they spread a positive word of mouth and play an important role in building brand reputation by providing endorsements.
- 12. Wishes you a Fantastic 2013 facebook.com/intelliassist www.intelliassist.in twitter.com/intelliassist