Strategic Brand Building - What Does The Science Say?

What does it take to build a successful brand?

People have been taking about this decades, but now neuroscience, marketing science and behavioural economics have added another level of understanding.

But what does it all say...simply??

I have you covered.

Read on for all the latest on how to build a strategic brand.

Written for people who are not neuroscientists.

Strategic Brand Building - The Scientific Approach

Decades ago, Walter Landor, the founder of one of the world’s largest and oldest brand consulting firms (where I cut my teeth on brand strategy) said:

“Products are made in the factory, but brands are created in the mind.”

Neuroscience now proves this out: brands exist in our minds as a complex network of nodes that hold pieces of information.  

Michael Platt at Wharton calls this the 'Brand Connectome'.

He calls it this to reflect the efforts to build the ‘Human Connectome’ - a “complete map of the neural...


8 Books To Help You Get Better At Brand Strategy Development

If you’ve been doing brand strategy for a while, you can feel like you’ve hit a plateau. It's hard to know how to keep growing your skills.

These book recommendations are for you.

There are a few directions you could go to deepen your brand strategy skills and the value you offer clients.  

First, identify where you feel a bit stuck from this list. It will direct you to the books, described below, that will help you get better at brand strategy development.

  1. You work with a lot of marketers, but you know brand strategy has a bigger role in the boardroom. You want to talk confidently to the CEO about the value of brand strategy and how to embed it across the whole organisation. (See books 1 and 3).
  1. You’re missing case studies on how to implement a brand strategy within a business that go much deeper than brand identity. (See book 2 for big brands and book 7 for start-ups).
  2. You’ve got yourself into a bit of a mess with your frameworks and...

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