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.

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To view this article in its entirety directly from our website, please click on the appropriate link below. We have also provided both a pdf link and a handheld link to allow for your preferred method of viewing. Please note that depending upon the configuration of your particular computer, it may be necessary for you to copy and paste the address into your browser.

Should you experience any problem in opening any of these links, please contact Lori Vandervoort at lorivan@bdn-intl.com or call 800-255-9831 (620-431-0780).

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The DISPATCHES^TM for September 29, 2014 can be found here:
http://www.bdn-intl.com/GIVINGMEANINGTOTHEBRANDIDEA.php


A printer / handheld friendly version can be found here:
http://www.bdn-intl.com/printpage.php?id=530


It is also available in PDF here:
http://www.bdn-intl.com/uploads/GIVINGMEANINGTOTHEBRANDIDEA.pdf