GIVING MEANING TO THE BRAND IDEA
More and more, it seems, we have come to rely on the Brand Idea as a "centerpiece" for our work in Brand Positioning development. As the overarching strategy for a brand's existence, it has become an essential starting point for us and for our clients as we either create possible positioning options for a new product or as we aim to strengthen the positioning of an existing one. And yet, the notion of a Brand Idea Strategy is a relatively unfamiliar concept for many of us. This week we take another look at what the Brand Idea is all about and how to better express one.
The DISPATCHESTM for September 29, 2014 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: