The Brand Anatomy Process: Becoming One of a Kind
The unkind truth – without conducting a Brand Anatomy, the process of becoming “one of a kind” is more like one of millions. A brand is not about you, or the organization, or the product and service, or even the customer – it’s about all those feelings, perceptions and experiences that occur between the brand (product, service or organization) and every other touch point it contacts in communicating its core qualities. If those qualities are not defined, or worse yet, ill-defined, then the brand’s foundation and its internal drivers need immediate attention.
About the Author: Brad Circone
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