A Brand Pyramid is a deceptively simple tiered analytical diagram that expresses organizational consensus on fundamental questions. We use Brand Pyramids to diagnose and subsequently strengthen the brand strategy of an organization and its products.
In addition to the institutional Brand Pyramid, all products can have their own Brand Pyramids, Brand Maps and Competitive Advantage Diagrams. This allows you to market those products with greater efficiency and effectiveness.
Your complete organizational brand value is distilled into 3 pillars, the intersection of which represents your brand value delivered through experience. This helps us assess the means by which your brand promise is fulfilled, and illustrates the rationale for common economic or social transactions that your brand invites.
This diagram maps your brand offer as it relates to consumer needs.
The Marketing Targets Diagram presents a strategic hypotheses that clarifies which of your marketing targets should have marketing resources applied toward them, which of them should be addressed by other means, and which are not likely to yield sufficient return on investment in economic or brand terms.
Organizational alignment allows you to complete the loop from marketing communications and your brand promise all the way through to the lived experience of your consumers.
Why are marketers and advertisers keen to slap the word "jazz" on unrelated things from movies like La La Land to cologne and fruit? Let's examine the use of jazz in marketing.
Donald Trump won the presidential election by doing what we tell our clients to do every day. He rigorously stuck with the Trump brand.