Most definitions of ‘brand’ focus on what a company produces, like logos, names, and design systems, but fail to explain what brand is, how it drives commercial outcomes, and how it is measured.
In Part 1 of this series, we define brand comprehensively while keeping it accessible to marketers and non-marketers alike. From that foundation, we break down how brand shows up in real buying situations, how it influences decision-making through different memory systems, and how it can be measured through awareness, salience, distinctiveness, and risk.
In Part 1, we discuss:
What is happening in the mind during a purchase decision
The role of working memory in evaluation vs long-term memory in reducing risk
Why most brand interactions never make it past sensory filtering
The relationship between brand building (long-term memory) and activation (working memory)
Sensory, working, and long-term memory, and how each shapes brand outcomes
The commercial implications of brand: awareness, perception, and risk reduction
Brand Distinctiveness vs Brand Differentiation
How category entry points trigger brand recall in real-world situations
The practical discussion of how brand heritage affects commercial outcomes
Why diagnostics are the foundation of any credible brand strategy
The difference between internal (team/founder) and market diagnostics, and why both matter
Why most definitions of brand are incomplete, and what is commonly missed
A unifying definition of brand grounded in perception, memory, and behaviour
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