How do you know when it’s time to rebrand? When your brand strategy needs a facelift? Or maybe a whole new face? In truth, companies should always keep a finger on the pulse of their brands. Markets and people are in a constant state of change, so you need to be ready to adapt and […]
Definition of differentiation (What is differentiation?)
Differentiation is the process of distinguishing a brand from other brands by identifying and highlighting its unique or distinctive attributes.
A plea for exceptionalism
We live in an age of scattered attention and digital overwhelm. Every day, consumers are inundated with hundreds of advertisements across social platforms, TV, radio, or in their inboxes. It’s becoming harder and harder for brands to stand out from the noise and grab attention. Meeting customers’ needs is no longer enough to get you […]
David Aaker’s Brand Vision Model and how it works, part two
Part one of this two-part series examined the origin of David Aaker‘s Brand Vision Modeli and three of its components—the brand essence, core vision elements, and extended vision elements—represented by concentric circles (or ellipses) in the center of the model. Below the concentric circles sit a second, key piece of the model: four brand […]
David Aaker’s Brand Vision Model and how it works, part one
In his 1995 book, Building Strong Brands, David Aaker introduced his now-famous Brand Vision Model. Originally dubbed the “Brand Identity Model” it’s now commonly referred to as the “Aaker Model.i” All three of these names—Brand Vision Model, Brand Identity Model, and Aaker Model—refer to the same framework, which is explained in this two-post series. In […]
Marty Neumeier’s Brand Commitment Matrix and how it works
Marty Neumeier is known for writing branding classics like The Brand Gap and Zag. In his 2016 book, The Brand Flip, Neumeier introduced his Brand Commitment Matrix, which he describes as a “basic contract” brand owners can create between their company or brand and its customers.
Definition of brand positioning (What is brand positioning?)
A brand position is the conceptual territory claimed by a brand relative to other brands.