fresh look to branding
Post on 23-Sep-2014
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Fresh Look to Branding
Ali Anani
Businesses have many layers
Essence
Personality
Image
Layers of brands
See next slide
http://business-fundas.com/2011/brand-personality-dimensions/
The complexity of layers
Upper Management
Middle Management
Workers
Managerial Layers
A brand story has three layers
Brand Core
Brand Shell
Brand under shell
Act 3Act
2 Act 1
A brand has 3 layers like an egg
Thin white Thick
white
Yolk
Cuticle
Cortex
Medulla
Cross-section of hair has 3 layers
The 3 layers
phenomena is abundant
The triad of feelings,
thinking and action lead to unpredictable
trajectory
People like transparency and to see beyond the outside layer
The outside layer deals directly with the environment and may reduce visibility to inside layers
Avoid making too many predictionsBeware of the chaotic pendulum of the three layers
Middle layer
Inside layer
Outside layer
Learn and iterate your storyBrand stories are no exception
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