Brand purpose as a success factor for brand strategy

Brand purpose as a success factor for brand strategy

What is your company’s raison d’être? What added value do you offer your customers? Why is your company better than any other at providing that? Questions such as these must be raised – and not just by start-ups. Even seasoned, long-established branded goods...
The brand key in the digital age

The brand key in the digital age

For brand positioning, many companies use models such as the brand key or the brand steering wheel. Other figurative models include the brand pyramid, the diamond, or the lighthouse.  These models usually contain elements such as functional and emotional benefits,...