It’s time for us to move beyond the purpose-driven “why” framework and other brand models that focus exclusively on the customer in a static state. A new approach, focusing on “who” the customer becomes through engaging with the brand, emphasizing their aspirational identity and transformational journey, should be explored. This model shifts the focus from what the brand sells to the value it adds to the customer’s life, underlining how a brand contributes to the customer’s personal growth, identity, and aspirations.
Rosser Reeves was a pivotal figure in the advertising world whose contributions significantly shaped the mid-20th-century advertising industry and laid foundational principles that continue to…
We are beginning a new era in branding, and the call for a revamped framework is loud and clear. A new model centered around the…
Each of these books offers unique insights into the complexities of brand marketing. From understanding how to communicate effectively with your audience to leveraging the…
Throughout my career in advertising, I always thought my agency needed to pitch and win every client we could. When I went out on my…
From ancient marks of craftsmanship to the trademarks of the industrial age, branding and marketing have become central to the commerce and culture of societies…
In a time when consumer expectations extend beyond product functionality to encompass personal growth and identity enhancement, brands face the imperative to evolve. This is…
