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 Religions

Brand Religions bookzine by InSites Consulting

Simplifying the world of marketing, grouping the most popular books, frameworks and beliefs in different schools of thoughts or 'brand religions'. So what is your brand religion and are you measuring brand success the right way?

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Cases

AXE/LYNX brand-building community Square

AXE/LYNX, one of Unilever’s most popular brands in the personal care category, aims to continuously reinvent itself to keep the spark…

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…

Providing campaign direction for Pukka Pies with applied semiotics

We believe that no brand is the same, nor should it be measured the same. We offer a range of…

Contact

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

Contact Niels