This blog comprises excerpts from a long-form work detailing brand system theory. These excerpts are not in any intentional arrangement or sequence; however, if one chooses to follow a preferred path, they can be sorted according to general categories (click on the small text above the titles).
The Brand System
Whether intentionally designed or unconsciously functioning, the brand system is always operating.
The Brand System Framework
The brand system offers a better road map for building an authentic brand than most brand development strategies and tactics.
Our Blind Spot
When it comes to the influencing levers of brand reputation, most practitioners lack the agency to do much about them.
Unlock Brand Achievements
Some brand achievements are easier than others. Achieving the harder ones takes more than first-level tactics.
Genes and Memes
A brand is only as strong as the mechanisms that continuously transmit its values and value.
Above All, Experiences
Experiences represent the supreme expression of the brand’s values and value.
Touchstones and Touchpoints
It’s one thing to say we have performed according to brand expectations, but it’s another thing to say we have met our brand promise.
Designing Brand Experiences
It’s hard to design a brand experience and deliver it according to plan. But it’s worth the effort.
Magnetic Moments
A single, impactful moment can make a tremendous difference in the perception of the brand.