What Does Brand Mean

what do we mean when we say brand?

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to unlock deep brand truths, we must distinguish brand from product.

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brand is not product and product is not brand.

every marketplace proposition has two components, each with their own responsibilities.

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the brand proposition is the embodied experience and associated imagery consumers create around a product.

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the brand is the beacon of expectations and the steward of the consumer relationship.

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the product proposition is the story we tell to justify the fulfillment of our needs, wants and desires.

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it is the responsibility of the product to deliver on the promise of the brand and the potential of the consumer brand relationship.

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a clear understanding of the richness of the brand proposition unlocks opportunities and reveals hidden value.

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what does brand look like?

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because we imagine the world around us in our own image, brands possesses charisma.

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through metaphor we see that brands, like people, are vital, dynamic, sensual and complex.

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thinking

feeling

sensing

intuiting

brand is comprised of four

fundamental aspects;

brand is the collective public history of a good idea.

the thinking aspect is the rational and objective descriptions of the brand.

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brands are subjective and resonate with the ability to attract and repel.

the feeling aspect of brand is the emotional and human description of it’s presence.

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brands are distinct and immersive sensory experiences.

the sensing aspect is the way a brand comes alive for the five senses.

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brand is a product of and a participant in culture. it is subject to gossip and conjecture.

the intuiting aspect of the brand is where consumers keep uncertainty, hunches and secrets.

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growth is driven by an understanding of the value that is latent in the relationships consumers have with brand.

when we imagine our brand differently, what opportunities emerge?

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the shrink cooperativehelping brands imagine value differently

we are a loosely organized cooperative of

experienced researchers, planners and strategists

whose goal it is to help brands learn.

we deliver creative research and strategy

services that honor the responsibi l ity brands

have to help make things better.  

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[email protected]

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