Brand Platforms: your Key to Uniqueness, Relevance, and Inspiration.
In a previous article we explored the importance of a clear marketing vocabulary. In a similar vein and rather than rushing into the frenzy of AI or Influencers’ fads, we take the time to define what?a Brand Platform is and ensure we have answered all the right questions before pressing on the creative button. Or rushing into an influencers campaign… If you like things well-organized and clear, this article is for you.
?
WHAT IS A BRAND PLATFORM?
A brand platform is the structure that defines and organises all the components of a Brand. This system in turn guides all the brand expressions. It includes:
Some Brands have Promises focused on consumption motivations & occasions, while others integrate a social and/or environmental vocation, a.k.a Brand Social Purpose.
WHY BRAND PLATFORMS MATTER?
In a saturated market, price and quality are no longer enough to stand out. Brand Platforms makes a Brand offer more unique and appealing.
A good brand platform is:
WHEN DO WE NEED A BRAND PLATFORM?
Whether a Brand is new or old, large or small, 6 symptoms indicate the need for a Platform. If the answer the questions below is YES, then your Brand needs a Platform revision.
HOW TO CREATE A GREAT BRAND PLATFORM?
Defining or refreshing a brand platform requires touching its core components. This responsibility falls to the marketing department, in collaboration with the Brand's stakeholders.
We can with this team effort, especially when day-to-day urgencies prevent from stepping back and looking at things from new perspectives or internal barriers need to be smoothed out.
At the heart of the Brand Reveal / Megusta approach lies the active, guided and stimulated participation of an internal team made up of the brand's stakeholders including management, production, finance and sales.
领英推荐
Every Brand Platform refresh is articulated in 3 main phases:
1. BRAND ANALYSIS
Everything starts with a comprehensive diagnosis of the Brand, its competition and target audience with:
This later step also allows to grasp the management and motivation dynamics behind a Brand and informs the style of the second phase.
?
2. BRAND PLATFORM CONSTRUCTION
The next phase sees the actual construction of the platform with 2 days of an in-depth workshop. Each Brand Platform component is explored and discussed in a structured multidisciplinary workshop held at the Brand premises. A typical agenda includes :
3. BRAND PLATFORM EXPRESSION
The third phase of a Brand Platform construction is the most delicate and exciting one at the same time as it sees the expression of the Platform into packaging and/or communication. This phase requires to keep fresh creative ideas and a discipline to make sure they express the platform. Some marketeers call this “to stay in strategy”. In his phase:
At Brand Reveal / Megusta, we leverage over 50 years of cumulative expertise across more than 100 brands in the beverage sector to help yours shine .
We are not neutral, but independent, with a unique background and proven know-how in management and project leadership.
Each platform project brings organizational comfort, intellectual richness, and management dynamics to the marketing department.
What we do, works.
?