A brand is the promise a company or product makes to some group of consumers. It exists in consumers’ minds only and is a model of reality that communicates to the individual “if I use a product or service in a certain way some expected benefit will accrue to me.” A product or company that offers a predictable set of experiences/benefits that are valued by a market segment can succeed.

Speeding that success requires creating a brand that effectively and concisely communicates those unique benefits and creates the appropriate model in consumers’ minds. The brand/model must be congruent with the actual consumer experience. Otherwise, today’s consumers, already overwhelmed by marketing messages and skeptical from product experiences that were not congruent, will mentally block any brand communication from that company.

r:eThought’s Brand Management Practice assists clients in creating new brands or positioning existing brands. Our services include:

  • Brand Strategy – identification of the essential value proposition represented in an offering and developing models that most effectively communicate that promise to a receiver.

  • Brand Research – using real-time interactions with consumers to determine if the models are effective in communicating the core promise.

  • Brand Execution – creation of branding elements and integrated marketing communications across multiple channels, including viral and other word-of-mouth marketing techniques, to build consumer brand awareness.