The fundamental challenge that we have when applying reason to the subject of brand is that great brand is great emotion. And this gives us a dichotomy, which is neatly summed up in a strategic principle that I apply called, ‘Make Thinking Visible’. Without the rational, in-depth, analytical, left-brain approach, it is hard to have the right positioning and messaging associated with a brand in a creative, emotional space.
Consistent with our BBN partnership and using a number of tools that have been proven over the years, there is no doubt that discovery, whether it be qualitative, quantitative analysis, focus groups, interviews or whatever it happens to be, is essential to understand exactly how a brand should be positioned and how decisions should be made about the brand.
In this e-book you will:
- Learn how to make good strategic, rational decisions about your brand
- Understand how engaging your employees can bring a brand to life.
- How to get prepared to take your brand global
- Learn what’s important about creating an engaging brand experience
