Branding & communication

What defines strong brands? An amplitude of branding frameworks is guiding marketers on how to grow strong brands.

These theories and models have been translated into numerous books inspiring marketers on how to achieve brand success. Trying to capture and simplify this abundance of theories and framework, we found we could group them in four schools of thought or Brand Religions:

• The Classic Religion
  The foundation of marketing inspired by Kotler, Keller,… highlighting the importance of differentiation.
• The Influencer Religion
  Emphasizing the power of word-of-mouth and their impact on brand leverage.
• The Penetration Religion
  Inspired by thinkers like Byron Sharp, stating that brands grow through acquisition by building mental and physical availability.
• The Relationship Religion
  Stressing the importance of emotions and relationship marketing.

These branding frameworks do not only define brand strength, but also which metrics to pursue and how these should be measured, influencing ultimately what we research and how. From developing a brand key, testing a communication campaign to tracking brand performance, we understand and master these different schools of thought and actively use this expertise when defining the leading approach for your brand challenges.

We’d love to showcase what our branding & communication research solutions can do for your brand…