Next Level Brand Building
Resilient Brands are Holistically Aligned
Twenty-first century brands require a different approach to brand marketing. The traditional measures of a brand, commonly referred to as ‘Differentiation’, ‘Esteem’, and ‘Relevance’, must now include ‘Alignment’, recognizing that companies and/or brands are not isolated entities. They are embedded in interconnected dynamic systems in which local interactions can give rise to unpredictable global effects and vice versa.
Brands are measurable parts of business systems, industries, economies, cultures, and ecosystems. When misaligned from the system from which they belong, brands risk gradual starvation of the support needed from other system participants. When aligned brands can significantly expand and deepen relationships while weathering market fluctuations.
As a result Brand Alignment is a critical tool to understanding marketing potential and guiding the voice and vision of your organization and/or campaign. This is what we call Next Level Brand Building.