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What contributes to the life of your brand?

What is it?

A means of identifying and mapping what contributes to the life of a brand from the ‘bottom up’ providing a unique perspective on the brand as part of a network. Whilst the consumer is a source of data, the consumer is not given primary agency.

Why make use of it?

  • Using existing brand models can result in the loss of important/relevant areas of enquiry
  • The priority becomes the completion of the model and can encourage us to view the brand in isolation
  • This approach places the brand as the object of enquiry rather than the consumer
  • It develops a unique model of understanding how the consumer, media, culture, etc. all contribute the life of the brand
  • It helps identify the level of engagement consumers have with each medium based on the importance it has in enabling behavioural practices.