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Malliavin Marketing Sciences for brand briefs
You are working with a generation of pragmatic, savvy consumers. They want to be romanced by their favourite brands but they can see straight through superficial signalling and gimics. Brands must tie in their tangible assets to any hold sway in 2024.
Look to your marketing science to model the marketspace, then paint the path forward.
The emotional mind must make a connection to give the rational mind time to be convinced. Cynical brands go for the former, replacable brands go for the latter. Both are short lived.
But great brands seek both. Applying these frameworks to branding is not a new idea, its an very old idea. It's still a very good idea.
The most credible do not try to be everything to everyone. Instead they ooze authenticity. They excude their values, at every turn, with perfect consistency. The most strident brands earn their identity, proud of what makes the special while bravely embracing their less fortunate aspects. Brand identity briefs prompt us to model marketspace in search of differentiation and nuance.
A brand must do what it says on the tin, and deliver on its promise. A brand's promise is the value. It can be enhanced through purposeful messaging and reinforced through customer experience.
Brand Equity is the ability to command a price premium simply because a logo appears on the receipt - a monetary value that can be calculated in a spreadsheet.
Brand Strategy briefs ask:
These are dynamic briefs that change in realtime. They are politically charged. They are heated arguments. There are one hundred voices speaking at once.
But to marketing science, these are optimisation problems, and the answer is as cold as ice.
