Insights - Page 6 of 8 - Amati and Associates
Brand Relevance: How to Create a Brand That Matters
Posted on 13/04/2022
Do you want to find ways to improve your brand’s relevance? If you want to read more about it, you should look at this article. This post discusses why brand relevance is becoming more critical than ever before, which is summarized in a simple statement: A brand loses its appeal if it does not keep […]
What is a Brand Wheel?
Posted on 11/04/2022
In our journey exploring the most important positioning models, the last standing framework is the Brand Wheel. Brand wheels are powerful tools for brand strategy development and audit. They provide a visual representation of the brand positioning to quickly identify the strengths and weaknesses of each brand. Together with the Brand Key and the Brand […]
Brand DNA
Posted on 07/04/2022
What is the brand DNA? The Brand DNA is the collection of values and characteristics of a brand. These elements are condensed into the brand core. Brands like people take action, express ideas, and even feel. But brands – unlike people – are a construct, and therefore their traits need to be formalized. The Brand […]
What is visual identity?
Posted on 02/04/2022
Visual identity is everything you need to know to create a successful brand design. In terms of branding, what you see will be what you get. That is how potential customers will feel about it. They will not have any reason to give a visually unattractive brand the benefit of the doubt because it is […]
A deep dive in the Brand Architecture
Posted on 28/03/2022
Brand Architecture is – together with Brand Positioning and Brand Design – one of the three critical pillars of strategic branding. Of the three, it is the more static, tends to evolve less in time, and changes more drastically, less linearly. So what is Brand Architecture, and why is it important? What is Brand Architecture? […]
Good branding builds equity, not just sales
Posted on 21/03/2022
Branding Equity and Sales: a balancing act. Good branding builds equity, not just sales, but we have an equity problem if sales do not materialize! The relationship between branding, equity, and sales is at most controversial. In the era of growth hacking, branding and marketing are expected to drive traffic and improve conversions. However, branding […]
Is Brand Image that important?
Posted on 11/03/2022
Detractors of branding, the ones who keep repeating “the lipstick on the pig,” focus on the brand image as a metaphor for how branding is a useless accessory. So what is the fundamental role of Brand Image? Brand Image: historical development Since the early 60s, consumer research has stumbled upon the insight that consumers’ perception […]
Brand Naming and Sound Symbolism
Posted on 08/03/2022
Developing a brand name is a mix of creative and analytical efforts: the brand name needs to deliver on three critical components (i.e., promise, personality, and performance). The three most common archetypes on which creative agencies develop brand names are semantics, phonetics, and sound symbolism. However, all influential brand names combine all three, with sound symbolism the most […]
What is a Brand Pyramid?
Posted on 08/03/2022
Brand Pyramid: where does it fit? The branding domain has, in our view, three pillars: architecture, positioning, and design. Naturally, they are interconnected, but we can assume that each post indirectly supports the brand. From a top perspective, one could argue that brand architecture established the relationship between the brand, its products, ranges, and services […]