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Lately I am working quite extensively around brand equity. The current crisis shows clearly that short-term scenarios are doomed to devaluate business value. Brand Equity is something that you build up over years. Though there is much buzz around the concept of Brand Equity, however in reality not much is done to increase. Brand Equity [...]
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The main question for optimal customer service is not what to do, but how to do it. Customer service is the moment of truth, the moment when the customer is going to experience first hand if all the promises made by a brand are true. This is the moment where the customer will feel, whether [...]
- CRM 1.0 is dead, long live CRM 2.0
In light of the current challenging times, aspiring to grow might sound very cynical. The questions is: is there any choice? Is the option of not focusing on growth plausible at all? When we consider that the opposite of growth is decay, then suddenly the prospect of not growing sounds very unappealing. So, the best [...]
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Brand DNA diagnosis
Posted by admin on Jun 6, 2010 in | 0 comments
Give your brand the best start possible by defining a powerful and clear brand DNA, prompting your stakeholders to take full ownership, thanks to a strong coherence.
Brand DNA diagnosis
There is no one right way to develop a brand. Most brands are born out of passion or opportunity and some out of coincidence. Though when it comes to translate a brand idea into a compelling brand DNA, there is no room for chance.
A strong brand is clearly defined, covering the key values, vocations and visions of a brand, yet not so narrowly defined that it will be soon outdated.
Defining a powerful brand DNA is a specialistic work.
The Brand DNA Diagnosis tool allows you to write comprehensive brand vocations, visions and values thanks to a specially design syntax model. It also allows you to measure the coherence rate of your brand DNA. This coherence rate will tell you whether your brand is intrinsically strong, because you want a strong brand to start with. When you don’t have a strong brand, all your marketing efforts will not be very effective. Hence, the importance of a strong Brand DNA.
The brand DNA Diagnosis delivers you a Brand Statement, your Brand Report, your Brand Communication Matrix (a checklist to asses all its expressions and ideas) and your Brand Activation Plan to guide your brainstormings on how to convert your brand from a theoretical brand to a living brand that is experienced by your stakeholders.