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The model

We’ve created a simple model that summarizes nearly half a century of academic branding research along with real-world experience. Because what’s the use of having a brand strategy if no one can follow it? It needs to be simple and distilled.

In a nutshell, going top to bottom, our job is to help you get the first three boxes right, with the aim of maximizing everything in the fourth box, which should lead to positive outcomes in the fifth box.

There’s even a model for social media that we created with the same principles (below).

The real expertise is implementing them, which we do by working with you and your organization.

Click through to our services to see what we can offer you.


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Check out more of our branding resources



(For the marketing academics, our model blends together everything from Kohli and Jaworski, and Narver and Slater, to Aaker, and Keller, plus over three decades of practice.)



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