This is the third of six guiding principles of brand strategy:
Brands, like humans, are organic in nature. A good brand strategy constructs the DNA of a brand. As customer needs change, or, as brands root themselves in both real and virtual worlds, a brand will selectively highlight attributes. Sometimes that means putting some brand attributes to rest, and, at other times, it means introducing new ones. That’s how great brands stay true to themselves and also stay relevant.
This is part of a series of six core principles of brand strategy guiding my work at www.theunionmarketing.com. It was published in Designing Brand Identity, Alina Wheeler, 2017, Wiley.
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@smunthree | The Union Marketing Group | www.theunionmarketing.com
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