From Saying to Doing
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Cultural Insight decodes the multiple
meanings in your brand essence
By doing this, we illustrate how each is relevant to your audience and help discern which has the potential to be most active.
We can then explain how to best articulate it, so that the meaning behind your brand essence becomes active and purposeful. Once you know the precise angle of your brand essence and how it translates
into purpose, we can give your clear, actionable guidelines on how to express it both visually and verbally. We use cultural insight analysis to dig into the details – the nuances of tone of voice, colors, materials, packaging, and communications - and show you how to express your purpose in a way that consistently inspires action.
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.
BrandSum is brand
positioning with purpose
Brand ‘purpose’ has taken on new meaning in today’s world. It’s no longer about the moral or ethical stance a brand takes, but instead describes the active role a brand plays (or aims to play) in consumers’ lives.
We use BrandSum to define with clarity and impact what your brand stands for and its purpose for consumers. It brings fundamental category and consumer truths together with a distillation
of the brand’s core offer and character into one clear framework. This framework is the brand’s touchstone – inspiring everything it is and everything it does – this is what we mean by a
brand’s ‘purpose’ today.
Purpose doesn’t have to be abstract -
it can be measured objectively through culture
Cultural Vibrancy, or VIBE, enables clients to quantify their brand’s ability to resonate in culture. Within VIBE are metrics like ‘making the world a better place,’ ’proud to be associated with,’ ‘courageous,’ ‘would follow into another category.’ In our tracking program we can score a brand on these dimensions (using VIBE), and can continuously evaluate the impact of its ‘purposefulness’ on building enduring competitive brand advantage as well as ensuring future growth (Cultural Traction).
Our approach is multidisciplinary and strategic. We don’t just report a brand’s performance on this measure; our team of Cultural Insight experts and Predictive Analytics explain the whys (or why nots) and the consequences to provide direction.
Marketing used to be
a one-way street
It was all about management and transmission. Most brands now get the fact that they the need to invite consumer participation, but today’s most successful brands go way beyond this. They don’t just invite consumers in: they play
a valued and valuable role in people’s lives. And to do this they have an active purpose sitting right at the very core of their brand architecture.
This purpose is driven to deliver
In this day and age, ‘saying’ is cheap; it’s what you ‘do’ that counts. It drives innovation, priorities and how you view customer relationships and journeys. Active, purpose-driven brands place as much emphasis on brand behaviours
as on communications. They recognise that when a consumer buys their product, it’s not the end of the relationship – it’s just the beginning.
Brands need to move from static, controlled
and rigid to active, inspiring and purposeful.
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