SPARK IDEAS

Inspiration and food for thought items on business, brands, strategy, design and communication. By Paula Buit – Merkstrateeg / Brand Strategist. PaulaBuit.nl

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essence

Context – Brand analysis

Strategy Talk

Context analysis

Brand analysis

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March 29, 2011March 29, 2011 spark ideas Tagged account planning, analysis, brand, consumers, context, essence, model, promise, proof, spark ideas, stakeholders, strategy, tool, workshop Leave a comment

Brand Key

Strategy Talk

Brand Key

How to capture the essence of a brand?
The Brand Key model can be a useful aid. A brand is not what you (the advertiser) say it is, it is what the consumers say it is. But, a clear brand identity will help you to get the right values across to your target group. It revolves around a key benefit, the essence, that helps your product or service stand apart from competition and which is relevant and important to the customer.

Apple = Innovation
Disney = Family Fun Entertainment

It will guide all further communication activities as this is the heart of your brand. The way you talk to your customers with what kind of messages etc.

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March 29, 2011June 30, 2011 spark ideas Tagged account planning, brand, brand key, communication, core, essence, model, spark ideas, strategy, tools Leave a comment
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