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Core Branding

This category contains 5 posts

The Brand Prism as part of brand identity.

Brand Prism Revisited This is one of the most constructive brand tools made and is a favourite as it is simple to understand, easy to articulate your brand’s identity and to communicate across different legs of execution (digital, packaging, in store, Outdoor, etc.) This concept was first developed by J. N. Kapferer in his path breaking … Continue reading

Archetypes in Branding (Contd.)

We continue to explore the archetypes and how they can be an effective tool in positioning your brand. You can revisit the first post on the subject here.    The Lover The Call: An appetite for life, sensations and satisfaction Core Desires: Intimacy, experiences and attraction Key levers: Passion, Commitment, appreciation, gratitude Similar platforms: Sensualist, intimate, enthusiast, partner, slave, the forbidden … Continue reading

Archetypes in branding

As your brand takes many forms -across varied media, packaging, communication, etc. – having a consistent communication strategy is a must for shaping a distinct identity for your brand. Archetypes are a powerful tool here, as they immediately resonate across continents and cultures. Archetypes in general are character structures found in real life and also … Continue reading

Luxury Brands

This post draws heavily from the book The Luxury Strategy, Kapferer J.N. and Bastein V.  which is one of the few books that have frameworks and models (shown below) for luxury brands. Your guiding principle while taking any decision on a luxury brand is the original meaning of the word ‘Luxury’ – ‘distance’ (Luxiato, in Latin). This … Continue reading

Positioning – Checklist

This post assumes that you know the basics of positioning. We were looking at creating a checklist of a range of positioning attributes from different sources as a starting point as you go about creating one for your brand. We haven’t gone into detailed explanations or given examples, purposefully. This is more of a quick … Continue reading