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.

Branding & Communication

Brand Religion

Brand Religion

The world of marketing condensed into three easy to understand, readily implementable “religions”. Marketing strategies are as varied as consumers, and there’s no “one-size-fits-all” approach that will be relevant to all brands, or all consumers. In this bookzine, we review the most reliable and broadly applicable tactics and strategies.

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Cases

Understanding sugar consumption to optimize Südzucker’s brand positioning

The Südzucker group was formed in 1926 and is one of the leading food producers in Europe and the leader…

Ongoing consumer collaboration to strengthen the Axe brand positioning

AXE, one of Unilever’s most popular brands in the personal care category, has decided to change its strategy to be…

Shaping the brand story for Mithra Pharmaceuticals

In 1999, Mithra Pharmaceuticals pioneered in Women’s health with accessible contraception for women. Today, Mithra continues to focus on development,…

Contact

Niels Schillewaert
Global Branding & Communication Expert
Co-founder & Managing Partner

Contact Niels