The Tonality or brand character determines how the brand should be perceived.
It doesn’t have to be directly linked to the Read more “What is the tonality or brand character”
What is the support to the brand promise? The Support or reason why is part of the Copy Strategy and it helps customers believe the promise the brand makes, so it is linked to the brand benefit, if any. Read more “What is the support to the brand promise?”
The Copy Strategy determines what to tell customers about your brand, so to win their preference.
Brands communicate in three main ways: Mass advertising, Promotions, and Public Relations.
The weight, in terms of budget allocation, placed on each way depends on the industry the brand competes in. Read more “On Brand Communication”
For instance, all brands in a market invest $100 Mio. yearly in communication. Read more “What is Share Of Voice?”
What is the Communication Strategy? The Communication Strategy determines how your brand should become familiar among users of the product category.
It includes two sub-strategies: Read more “What is the Communication Strategy?”