It’s time for us to move beyond the purpose-driven “why” framework and other brand models that focus exclusively on the customer in a static state. A new approach, focusing on “who” the customer becomes through engaging with the brand, emphasizing their aspirational identity and transformational journey, should be explored. This model shifts the focus from what the brand sells to the value it adds to the customer’s life, underlining how a brand contributes to the customer’s personal growth, identity, and aspirations.
Adopting and developing a brand model provides structure and direction to branding activities. It ensures strategic focus, guides investment in high-impact initiatives, fosters innovation, guarantees…
Throughout history, brand marketing has continually adapted to new technologies and shifts in consumer preferences. From simple marks of craftsmanship to complex digital campaigns, brand…
Brand missions articulate the purpose and intentions of a company, often focusing on what they aim to achieve for their customers, society, or the world…
Brand archetypes have emerged as a compelling framework to craft and communicate a brand’s personality, values, and identity. This approach, rooted in the psychological theories…
