We define brand strategies that create value.
The Define stage involves establishing a brand concept aligned with the organization’s business strategy. The objective is for the strategy to describe who the organization is and what it does to differentiate itself from the competition. This concept drives creative development.
We define the central promise of an organization-who it is, what it represents, and how it’s different from its competitors. The positioning must be credible, relevant, distinctive, sustainable and reflect the value that the organization creates in its market. We also establish brand attributes that describe the spirit and essence of the organization. The positioning and brand personality are the central axis of the strategy and serve as the foundation to build the brand experience.
The brand architecture establishes the relationship between the corporate brand, the business units, and the brands of products and services. A clear and coherent brand architecture that is adaptable to changes in the future, is a fundamental pillar of a sustainable brand strategy. There are three basic models - monolithic, hybrid and diversified - that reach different levels of efficiency and flexibility.
The rationalization of a brand portfolio involves making decisions about when to create or when to extend brands to different product categories to maximize the coverage of market segments and in turn minimize the overlap of brands with the same value offer. In summary, we optimize the potential of each brand so that the performance of the portfolio is efficient in the long term.