Brands are so much more than products. Their essence, their purpose of existence is to create strong relationships of trust, of understanding and of love with their audience.
We leverage audiences to personas.
Traditional audience analysis doesn’t cut it anymore. We need to understand our audiences’ multiple roles, their journey, their device and media usage and consumption.
We distill brands into their essence: why they matter, how they are relevant.
Brand Functionality: what tangibly differentiates a brand? Why is it better? How does it satisfy our persona’s needs?
Brand as an Emotional Generator: How do people feel about it? How emotionally connected are they with it?
The core strategy derives from fusing the intersections where the brand is relevant to the persona(s). This is our HUB.
