BrandSum helps keep your thinking mobilized, not static
The conventional wisdom is that a brand positioning framework should remain consistent – and this is also true of BrandSum. Yet one of the unique facets of this model is that there are some parts that can change over time, reflecting the constant evolution of the world around us. These aspects of BrandSum should be updated on an ongoing basis – so the tool becomes a continuously evolving catalyst for relevant activation, helping the brand mobilize and keep pace with change.
The category insight, cultural insight, and cultural springboard aspects of BrandSum are key to this – they should be ‘always on’, tracking developments and contributing new insight to ensure brand actions evolve accordingly. This necessitates ongoing conversations with consumers, constant monitoring of your market and of culture, and regular reviews of strategy and plans
to ensure optimal relevance.
