Who are the people that
inspire the brand? They could be famous, but don’t have to be. The brand is attracted to these people because they share the same values and they will help achieve the brand vision. WHO Where does the brand hang out? These places can be real or virtual. It’s where people are most likely to meet and interact with the brand, share passions and share experiences. WHERE What subjects or passion points is the brand genuinely interested in? On these subjects the brand is legitimate and always interesting to others. WHAT RELATIONSHIP BRAND
WHO WHERE WHAT RELATIONSHIP BRAND
The introduction of these elements gives an authentic and genuine behaviour to the brand, inviting people to start and develop an ongoing relationship with the brand.
MISSION BRAND VISION BRAND VALUES
BRAND THISNEWINGREDIENTHASAKNOCK-ONEFFECT Ideas that both brands and people agree are important The unique way the brand and people will achieve the brand vision The guiding insight into how the brand sees the world and the future RELATIONSHIP BRAND It’s the who, where and what of the brand behaviour. Think of it as different entry points to starting & developing a relationship.