3. “The objective is to create in
the mind of the prospect the
perception that there is no
other product on the market
quite like your product.”
–Al Ries, The 22 Immunable Laws of Branding
9. Its starts with an
idea, disseminated
through multiple kinetic
channels, building up
momentum and creating
brand equity over time.
10. The public reaction to
the idea or product is
gathered and helps mold
and refine it.
11. The brand tinkers with
their message to build up
momentum and once
again be seen before
consumers with a
modified product.
12. The Brand Loop is created
when feedback is received
about a brand and its
messaging.
13.
14. This process evolves and
refines the brand.
The Brand Loop endures
for as long as the
conversation is taking place.
15.
16. The Brand Loop creates
emotional attachment and
builds value in the
consumers’ minds. This
ultimately is responsible for
purchases and brand
loyalty.
17. The Brand Loop makes the
brand a living entity.
It has a voice and an open
ear to its audience.
18. Nike is the definition of the
Brand Loop. From the
running shoe to the running
app, Nike listens to its
followers and innovates.
19. The Brand Loop teaches us
not to deviate from what
made you successful in the
first place.
Make modifications,
not reboots.
20. “We love to make change--
to see the effect of what we
do. It starts with the belief
that culture wants to
change. So we do our part
and give it a good nudge.”
- Andrew Keller, CEO of agency CP+B
21. Tropicana fell out of the
Brand Loop. They departed
too far from the familiar and
consumers responded.
22. Keep things fresh and
always listen to the people
that got you where you are.
Know your strengths.
Know your limitations.
