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

Since the early days of business, marketing gurus have preached their beliefs on how to build strong brands. These theories and models have been translated into numerous books to provide a clear framework for marketers on what to aim for and how to grow their brand. But in this abundance of models and theories, marketers might find themselves lost in translation.

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Cases

Developing a communication strategy for Barry Callebaut

Barry Callebaut, the world’s leading manufacturer of high-quality chocolate and cocoa products, developed a proprietary cocoa bean fermentation process. A…

Identifying unique brand attributes for D.E. Master Blenders

D.E. Master Blenders 1753 (a Dutch corporation which manufactures and trades in coffee, tea and other groceries) wanted to get…

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…

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

Contact Niels