Or is a brand strategy based on needs segmentation better? It is of course not a battle of faith between theories and models. You don’t have to pick one theory and rule out the others. Combine theories and models to arrive at a suitable strategy for your brand.

Choose the brand direction

Then it’s time for fundamental brand research: how do you determine the direction of your brand? What is the DNA, what are the core drivers? With fundamental research you can map the position of your brand and the motives, occasions and feelings on which consumers base their choice. This method provides answers to brand issues such as identity, positioning, portfolio and innovation.

Does your brand align with what the market – or your CEO Email Addresses part of the market – wants? Or do you have a gap in the market, where the need follows the development of your brand?


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If you had examined the market need for mobile phones in 1999 , the conclusion could be that there is no bread in mobile phones. Nevertheless, they came on the market and consumers quickly and eagerly picked up on this development.

Step Out

Inspiration, strategy and direction are determined. Now it’s (finally!) time to step out. This is the start of an almost permanent cycle of creating, testing, campaigning, evaluating and adjusting.

To determine the effectiveness of utterances, you can examine four parts:

  •   Does the expression attract attention?
  •   Does the expression strengthen the bond between brand and consumer?
  •   Is the connection between brand and expression strong enough?
  •   Does the expression convey the right message?

When the campaign is running, you then measure the effect of your campaign, so that you can make timely adjustments if necessary. Visualize the effects around brand position, brand objectives (KPIs), campaign effectiveness, resource mix and media deployment.

Keep Learning, Keep Improving

Building a brand is a continuous process. You continue to periodically test how your brand is doing. In this way you determine whether you have taken the right path or whether you need to make adjustments. After a number of years it may be necessary to reassess the position of your brand. Then you use fundamental brand research to determine to what extent the world around you has changed again and how your brand has developed.

The key elements for brand growth

  • There are three key elements that underlie a successful route to brand growth.
  • Base your strategy and activities on research, data and (scientific) knowledge.
  • Gone are the days when a successful brand strategy was determined off-the-cuff.

A strategy based on facts, research and knowledge is also in line with the brand objectives and target groups of your organization. This creates a solid foundation for every step you take with your brand.

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