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What is a Brand Pyramid?
What is a Brand Pyramid?

Posted on 08/03/2022 by

Brand Pyramid: where does it fit? The branding domain has, in our view, three pillars: architecture, positioning, and design. They are interconnected, but we can assume that each post indirectly supports the brand. From a top perspective, one could argue that brand architecture establishes the relationship between the brand, its products, ranges, and services, and […]

Brand Roots
Brand Roots

Posted on 28/02/2022 by

What are Brand Roots? We always include Brand Roots as part of our brand positioning work in our advisory practice. Brand roots are a critical component that can drag you sailing toward your target or facilitate a smooth ride. Brands are the byproduct of our actions, execution, and vision. And what consumers think of a brand […]

What is Brand Personality
What is Brand Personality

Posted on 28/02/2022 by

The brand personality construct has deep origins in consumer behavior. In particular, consumers tend to project their true or aspirational selves through their brands, and likewise, they tend to humanize brands to describe their differences beyond product attributes. The most common example is the personification of brands through celebrities, which is, of course, at the […]

Brand Identity Traps
Brand Identity Traps

Posted on 28/02/2022 by

What is a brand identity? The brand identity combines the strategic and execution elements that make a brand. So it includes both the name and the logo design, the choice of colors and the tone of voice, the Personality, and its related design elements, like typeface and shapes, icons, and graphic elements. The most apparent manifestation of […]

What is Brand Salience?
What is Brand Salience?

Posted on 27/02/2022 by

What is Brand Salience? In marketing measures, brand salience is a KPI that gauges how well respondents notice a brand. In cognitive psychology, “salience” defines the domain of the most prominent or noticeable. A Salient brand is a brand that consumers see and – more importantly – remember. This measure is particularly effective in assessing […]

The art of – and the science behind – Brand naming
The art of – and the science behind – Brand naming

Posted on 03/03/2020 by

How do you go about brand naming? Brand naming is a very challenging process that is borderline art and science. It is an unbelievably important task requiring creativity and a great dose of strategic thinking.   First and foremost, a brand naming exercise should deliver a brand name with 2+1 dimensions: 1) Promise: evoke and […]

Brand Essence, Discriminator and Brand Personality
Brand Essence, Discriminator and Brand Personality

Posted on 22/03/2017 by

Brand Essence, Discriminator, and Brand Personality This is the third and last post on our exploration journey on brand positioning. Previous destinations in the expedition — within the context of the brand key framework — included the diagnostic part of the positioning and the consumer-centric component of the model. We will now focus our attention […]

Brand Key Model
Brand Key Model

Posted on 04/03/2017 by

Unlocking the elements of the Brand Key We begin today with a series of three posts on brand positioning by examining the brand key framework in depth. While this model is only one among many, we chose the brand key because it contains the most critical elements of the positioning exercise, the critical components of […]

Brand Positioning: Insights, Benefits, and RTBs
Brand Positioning: Insights, Benefits, and RTBs

Posted on 02/03/2017 by

RTB Meaning In the context of brand positioning, RTB stands for Reason-to-Believe. A brand’s credibility depends heavily on the links between its benefits and each of its reasons to believe. Weak RTBs translate into a lack of credibility, which hampers the effectiveness of the promise. RTB in Marketing From a compelling Reasons To Believe will […]

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Building a Communication Ecosystem

Building Brand and Markting for an AI Startup.

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Building a new brand from scratch

Advisory Project for a Pharma StartUp.

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Internationalizing a local Gem

Advisory for a Beverage Company.

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Cases compilated and reviewed by Clutch