I came across so many interesting articles, infographics, tips and tricks browsing the web. I thought it would be nice to save for later and share.
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When I was looking at articles around brand all over the internet, I couldn’t find many that didn’t confuse branding and advertising. In this article, Susan Gunelius calls out these 4 principles that I truly believe in and explain the difference between brand and products, or between brand strategy and product advertising:
So when you look at your benefits, do not mix the benefits of your product and the benefits of your brand. They should be aligned and coherent with each other, but as many brands have several products, the brand benefits should always be a super set of benefits that can be applied to all products within a brand portfolio while product benefits should be easy to link to 2 or 3 brand benefits to be true expressions of that brand.
A brand strategy needs to contain 6 different sorts of elements: