An active brand purpose
that is at the core of a
brand should contribute
to its magnetism
As soon as you really understand what drives your brand’s magnetism it gets much easier to precisely develop an active brand purpose and to finally own it.
Brand Navigator measures brand magnetism (a brand’s relevant differentiation), brand character
and the strength & nature of its emotional brand connection. Moreover, it identifies
the effectiveness and brand impact of already established content, touchpoints and iconographic signals. With its Driving Power Analysis it distils the most important future drivers to enhance entire brand performance.
All in all, it delivers all necessary springboard components for creating
an active brand purpose: a vision for the brand’s character, its brand emotionality and role in consumers’ lives. It is an extremely rich source for positioning refinement and development, and, based on that, for all kinds of content creation processes.
