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...
Business strategy, brand strategy and marketing strategy - what's the difference?
Jargon and definitions can make marketing and branding feel impossible to learn. I'm on a mission to make things clearer! In this blog I clear up:
What is a marketing strategy?
What’s the difference between marketing strategy and brand strategy?
What’s the difference between brand strategy and business strategy?
And what’s the answer to the ultimate question of life, the universe, and everything??? (Well, we know that’s 42. Read on for the rest).
What is business strategy vs. brand strategy vs. marketing strategy?
Business strategy identifies where an organisation wants to go.
It usually includes a hard metric vision or goal like, 'to be a $10 billion business by 2025', or 'to grow by 35% in the next 5 years'. It also includes the operational changes required to help to get there.
Brand strategy is really about why people should care. Because the only way an organisation can achieve their business...
Brand Strategy, Branding and Marketing Strategy: get clear on what they are and what often goes wrong
The world of brand and marketing is full of complex terminology.
But brand strategy, branding and marketing strategy can be explained simply. And once you get this clear in your head you can be more confident with your brand and marketing planning and projects.
Read on for simple descriptions of what brand strategy, branding and marketing strategy are, and what order to address them.
Defining Brand Strategy, Branding & Marketing Strategy
As Julie Andrews sang, "Let's start at the very beginning".
First, you have to understand what a brand is.
"Products are made in the factory, but brands are created in the mind."
Walter Landor
All brands really are, are associations in people’s minds. And the stronger and more connected these associations are, the more likely a person is to choose and buy your brand.
More here if you want it, but let's move on...
What is brand strategy?
Brand strategy is your decision on what...
Get clear on the 7 Simple Steps ALL world-class brands take to define their brand strategy, in my FREE mini-course.
AUTHOR
Sarah Robb
I’m here to equip you with everything you need to create world-class brand strategies for your clients; elevating your skills, and the impact you have on their business. My clear, simple, step-by-step approach, based on 20 years global, multi-industry experience, cuts through the jargon, and equips you with the tools and confidence to run brand strategy projects for any client in any industry. Sign up for my free Brand Strategy Fundamentals course above, to learn my simple 7 step framework, or dive straight in to Brand Strategy Academy to learn exactly how to do it.
