marți, 20 august 2013

Brands are like people: they need a character, not fancy clothes :-)

Well yes...brands are like people:-) If people can change their clothes without changing their characters, why can't brands? The old paradigm refferes to the fact that you can control the look and feel of the brand. The new paradigm is that you can influence its character. Without banishing the fear of stupidity, i must add some check-ups about brand education program:

  • when left side and right side of your brain had managed to creat an integrated brand identity is time for the brand education program to continue;
  • adding a CBO (Chief Brand Officer) to creat a brigde between logic and magic in brand communication strategy;
  • build a sustainable competitive advantage. 

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Digital and social media lover.

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