Brand implementation – Brand communication

In order to create focused relevant messaging, we distil the four value creating dimensions of the brand into hygiene factors (benefits that must be provided for the brand to be considered) and differentiators (benefits unique to the brand). These are then condensed further into 5 or 6 core attributes or brand cornerstones. Finally, these elements are used to generate an overall positioning concept that summarises everything the brand stands for in a single idea or expression. This process of refinement creates a hierarchy of selling messages based on both tangible and intangible features and benefits.