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.
Genes and Memes
A brand is only as strong as the mechanisms that continuously transmit its values and value.
Brand Integration
Gaining and preserving reputational equity requires a high degree of brand-attentive integration across the organization.
The Keystone of Value
Core expertise synthesizes as the brand’s value proposition, around which everything about the organization arranges.
The Brand Engineer
Like any complex system, the brand system could benefit from its own type of engineer.