Copyright 2015 Francisco J.

Serrano
Text: Francisco J. Serrano
Foreword: Leo Brenninkmeyer
Editing: Amaranta Ramrez
Translation: Amaranta Ramrez
Design: 121 USA, LLC
Cover design: 121 USA, LLC
Artwork: 121 USA, LLC
Original Title: BRAIN-DING The Strategy
First edition, self-published.
ISBN: 978-1-943844-76-0

All rights reserved. No part of this publication may be reproduced, distributed, or transmitted in any form or by any means, including
photocopying, recording, or other electronic or mechanical methods, without the prior written permission of the copyright holder. Right
violation can be considered a felony against intellectual property.
All images, names, brands and logotypes included in this publication are property of their respective companies and/or copyright holders
and are used with illustrative and informational purposes only.
All opinions expressed in this publication are those of the author, based on experience and knowledge, and in no way intend to offend,
defame or slander any of the authors, publications, persons and/or authorities mentioned in the book.

TABLE OF CONTENTS
ABOUT THE AUTHOR
FOREWORD
INTRODUCTION
Why branding?
About this book
CONTENTS
BRAND, BRANDING AND BRAIN-DING
What is it?
What is BRAIN-DING?
When to use BRAIN-DING?
BRAND AND BRAIN-DING COMPONENTS
Identity
Storytelling
Strategy
Relationship with customers
Differentiate, innovate
PROCESS
The team
Research
Design
To consider
Design: elements and development
Changes
Resources
Evaluation
NOW AND THE FUTURE
BIBLIOGRAPHY

ABOUT THE AUTHOR

Francisco worked as head of the customer service department at Alazraki, one of the leading
advertisement agencies in Mexico. He also collaborated in C&A for more than seven years, where he
took over the communication management, new product development and other main tasks for the
European company. Francisco has been part of many international brand launches for the Hispanic
market, such as OxiClean and many Hersheys products. In the United States he worked to launch
strategy campaigns for Lysol and Air Wick.
He is also a specialist in brand reengineering, working for the Maryland Hispanic Chamber of
Commerce, with the Cadbury brand US packaging design redesign and the Ferrero Rocher Christmas
POS strategy.
Francisco is currently the CEO at a branding agency called 121, with offices in Mexico and the
United States, and works through several business units: packaging and POS design, video and web
development.

His most recent project, BRAIN-DING The Strategy, is a book that takes you on a journey through the
world of brands and branding, which Francisco is very passionate about and has plenty of experience
in. In his words, Once you know your brand and make it the center of your marketing plan, nurturing
it to a strong image and position in the customers mind, youre not just branding, youre BRAINDING.

FOREWORD
This is not just another brand book. This is an insight into the mind of Francisco Ico Serrano, who I
consider to be one of the leading multi-cultural, high-energy brand perfectionists currently out there.
Over the last 20 years, Mr. Serrano and I have worked together on nearly 500 large-scale projects in
over 100 different global and regional companies in many different countries, as well as in very
different capacities. During these years, I personally have worked with over 150 different branding
experts from the top 50 branding agencies in the world and have seen a wide variety of approaches
and execution when it comes to brand design, implementation and tracking. How is Mr. Serrano
different from the latte-sipping, concept-board-toting, touch-feely-buzzword-spurting main street
branding specialists out there? Where some love the branding fluff, Mr. Serrano is all about the
branding punch. He sees branding as a core business driver that is essential for the team to get
absolutely perfect. Whereas many branding specialists excel in the theory and creative interpretation
thereof, they rarely have the experience, instinct or skills to engineer the brand to drive sales and
consumer purchasing behavior.
How many visually stunning brand concepts have you seen that didnt work, or would never work?
Mr. Serrano cares little for creative concepts that do not radically change customer behavior. Radical
change needs radical commitment; branding experts have to understand what it will take to get
consumers to think differently so they act differently. Mr. Serrano will exhaust his design team with
his continual challenges and insights into what truly makes a target audience tick. Who are they
really? What are their deepest desires and fears? How do they really use the media? What does this
product do to help them? What is going on around them? What is the timing window for impact?
Which graphics grab their attention in their data-saturated world? These and other fundamental
considerations are in this book.
For over 15 years, Franciscos clients have been asking him to put his approach on paper, because it
works. Thats simple. But as usual, Francisco took the challenge and turned it over to deliver even
more. This book jumps completely into branding and answers every possible question; plus, it
illustrates everything with well-known examples and successful methodology. Approaching this
project in this way was intended to be useful for everyone. So, enjoy this book and I hope it helps
your brand deliver the punch it can.

Leo Brenninkmeyer
Founder: Compass Languages and Blue Ocean International
Growth Partners

INTRODUCTION
Why branding?
We talk about the importance of branding because we are surrounded by brands. Just take a look
aroundhow many brands can you see? Maybe an LG TV or an Apple computer would instantly
catch our eyes, but you probably wont recognize half of them. The fact that some brands are easier to
identify is due to branding. Just the other day, my son showed me a game appreally fun, by the way
in which one had to guess brands by seeing a part of the logo. Thats how far branding has come.
To talk about branding is not new. Branding has always been and will always be there. Humans tend
to place labels on everything around them; this label creates an image that can be molded to cause
certain effects and impacts. This is the exact function of branding, especially now that competition is
at its highest.
Looking back, I remember what Ive learned through my years as a professional in matters such as
marketing, public relations and advertisement. I have come to the conclusion that what makes
branding different is that it is not directly about sales or economic benefits for the company. Its about
relationships with clients and the image perceived by the people. Its about brand positioning and
getting customers to relate to the company and its products, experience and values. The ultimate goal
is loyalty, which has proven to be more effective for brand interests than advertising or marketing.
Nowadays, people dont acquire products or services. People buy brands. They buy the emotion, the
status and the experiences that the brand offers.
Branding has been used more and more and on its way to popularity, its real meaning and purpose has
been fading away. Today the word branding has grown; it no longer applies to companies only.
People, schools, cities, art, and any kind of organization; actually everything can now have or be a
brand. And the job is to develop and manage those brands though different means and channels, with a
variety of resources, strategies and methods.

About this book

If you already have a brand, this book is for you. If you dont have a brand but have ideas in mind,
this book is for you. If you dont have any idea about brands, this book is for you, too.
This book intends to be a simple window to the vast world of brands and branding, from its meaning
to what is needed to achieve this complex and fundamental work. Its all about offering a complete
overview and showing real-life examples to make it easier to understand. This book is also an open
talk with me, where I will use my experience and outlook to make sense of the real branding world
out there.

In this publication you will find the basic elements needed for branding and the key activities for its
adequate development. We expect this book to become an important reference in the understanding of
main concepts, while offering execution and implementing ideas and analyzing some specific and
successful cases in order to illustrate the foundations and actions described in these pages. Of course,
we could not leave out the context of current market trends, so that we can have clear references to
tendencies and applications of branding.

BRAND, BRANDING AND BRAIN-DING

What is it?
Branding is a concept that is becoming more and more common with all kinds of organizations, but it
is also a complex term, and we can easily get confused by it. One of the main problems while trying
to define and understand branding is that its often confused with marketing. Marketing and branding
are both necessary to launch and commercialize any organization, product or service, but we need to
differentiate between them.

Brands are intangible. They are promises and

imagery.
Lets think of branding as a step on our way to marketing. Marketing seeks to motivate and therefore
sell an item. On the other hand, branding reflects the brand essence; it communicates the values, the
philosophy and differentiates between products. Its all about showing what the brand really is and
what it stands for.
Marketing attracts people, but branding engages themit helps generate relationships. Marketing can
make someone buy our products today, but branding keeps them buying only our product for a long
time. Branding creates long-term loyalty.
Its now clear that branding works, which is why it is important to define it first. The American
Marketing Association says that brands are:
A name, term, design, symbol, or any other feature that identifies one sellers good or service as
distinct from those of other sellers. The legal term for brand is trademark. A brand may identify
one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred
term is trade name.
(https://www.ama.org, Dec 10th, 2014)
That definition is no longer accurate. We need to think of brands as our ideal product or service (or
anything; remember that everything can be or have a brand nowadays). Brands are attributes,
promises made to the consumers, and a way to stand out in the competitive market. Brands stay on our
clients minds as an emotional trigger, integrating every sensation, perception, and experience that
consumers have with the organization, its products and services. Therefore, companies work hard to
establish long-lasting emotional relations, because the perception of a company will completely
determine its success.

Your brand is not what you say it is, it is what

others say it is.
From another point of view: A brand is not a product. It is not a logotype or any other graphic symbol.
It is not a slogan, and it is not a name. The brand is the feeling a person gets by purchasing, using and
interacting with a product, service or firm, allowing each individual to create his or her own image of
the company. When a large number of individuals have the same positive image, we say that our
brand not only exists, but the branding was a success.
Branding is beyond visual or tangible elements. It includes basic actions, such as the way phones are
answered in offices, the way we treat clients at the point of sale, how long it takes to reply to an
email, and the way we display our products, etc. It all revolves around a guiding concept that
establishes every action and decision.
Branding is a science, an art and a management discipline that unifies in a coherent way every brand
aspect and its position in the market, as well as in our consumers everyday lives. It is a systematized
process, from the idea for the brand, to the execution and positioning in the publics mind, and finally
to translating that brands consciousness into loyalty. Branding is about taking every chance to express
our attributes in order to attract clients and make them choose us from the vast variety of similar
products.
But branding doesnt end there. It also strengthens the idea that purchasing that specific product was
the right decision. It allows him or her to identify and engage with the brand on an emotional level.
Lets not forget that brands are intangible, so branding is not about managing products, sales, the
manufacturing processes, or double-checking quality. Branding integrates and coordinates every
action in order to deliver emotion.
Brandings reach is huge. It should be in every part of a companys process. Like weve said, it is a
complex and wide concept, but one thing is clear: branding work is never over. It has to be constant
and parallel to every activity in the company, and it has to be well stated from the very beginning so it
can flow with market and tendency changes.
However, you can go beyond just branding. You can decide to reach higher than a one-dimensional
one-level relationship that your brand has with customers. You can build a multi-dimensional
emotional relationship that allows your brand to connect with customers on as many levels as
possible. All brands have the potential to do this. And when you embark on this journey and go that
extra mile, giving it your allthats when you stop branding and you begin BRAIN-DING.

What is BRAIN-DING?
Before we continue, a clarification is in orderwhat is the difference between branding and BRAIN-

DING? Its quite simple, actually. Branding is the art of engaging customers emotionally. So far so
good. BRAIN-DING, on the other hand, is using a well-thought out strategy to maximize and take all
the branding efforts to the top and beyond. Its about analyzing the human factor of the interactions that
your product or service has with the world, both internal and external, and making sure that each
opportunity is used to create an emotional trigger to connect with customers on every possible level.
You know youre BRAIN-DING when youre considering the nurturing of your brand as the center and
utmost priority of your marketing plan. This plan does not only include every possible connection
with the customer, but it can also be used as an internal resource to engage employees and make the
brand launch, making its day-to-day functioning as effective as possible. In short, a successful
marketing plan has to include BRAIN-DING as the ultimate strategy.

When to use BRAIN-DING?

The simple answer is always. But even when BRAIN-DING is supposed to always be on, there are
times when a job needs to be intensified, due to the great impact and reach it can achieve.
One of those moments is when we are about to start a business or launch a brand. In fact, this is one of
the most important moments, requiring arduous BRAIN-DING work in order to create and implement
the new brand. Remember, the launch is a one-time opportunity to make a statement and gain market
territory.
Further in time, it might be inevitable to re-launch or redesign some part or the whole brand. This
does not necessarily have to do with the graphic image; it could be a structural redesign or a process
reset. But as an integral business, all these internal changes have to be in the offing to the outer world.
It is possible that, at some point, we will need to completely redesign the brand; from the name to the
way we communicate and interact with our customers, in which case it will be best to develop it as a
new launch.
The commercial strategy can consider associations or fusions with other brands, which can result in
the creation of new or mixed identities. In another scenario, there can also be brand purchasing,
which can produce the disappearance of a brand or its conversion to the purchaser brand. Similarly,
there can be a separation or sub-brands release, and that requires developing different identities
derived from the mother brand. For example, Hersheys has its classical Hersheys chocolate bar, but
it also owns Mr. Goodbar and Krackel.

All of the above are moments in which the branding team must undergo major changes, but if we limit
BRAIN-DING only to those moments, chances for success fall drastically. We need to maintain our
image at all times, and any positive action or interaction, no matter how small it may seem, helps. For
instance, if a client calls and waits a long time for someone to answer, if the product does not meet
expectations, or if the customer does not understand our concepts, this is terrible branding at work.
We now know that branding has always been around in so many different ways, so it is time to talk
about the evolution of branding and the way it got where it is today. In order to do so, we need to talk
about brands, so lets start there.
The word brand has its roots in the Germanic word brandr, which means, to burn and leave a
mark to indicate property. For example, marking cattle allows us to not only tell who the cattle
belong to, but also to check on their quality. Those who take better care of their animals have a better
reputation and therefore more sales. In Ancient Greece they also used marks when making clay
utensils to tell stories and distinguish the manufacturer. Later on in Rome, which had commercial law
and a sophisticated trade system, brands became a recognition and reputation matter. In Western
Europe and the Mediterranean, brand symbols were more personal; we can mention the royalty
symbols, such as the French Empires fleur de lis.
In the seventeenth and eighteenth centuries with new commercial processes: every pottery and textile
product was labeled in order to know their origins and quality. The first branded goods, as we know
them today, were alcoholic beverages. Because of their nonperishable condition the alcohol lasted a
long time, therefore manufacturers needed better ways to easily identify them.
However, the real brand explosion came between the nineteenth and twentieth centuries, with the
Industrial Revolution and mass production. By that time, brands were just a logo; a way to present
products to the customers. Over time, manufacturers started launching massive publicity campaigns
mainly with advertisements in newspapers, and the first marketing agencies were born; although their
main task was to buy newspaper space. Advertising was all about getting consumers to try or use any
new invention. Later on, everyday products such as soap or sugar were given original brand names.
Early advertisements introduced the product with their original name, and a vast list of functions and
qualities; these adjectives became the brand personality.

Before the American Civil War, most goods were sold in large grocery shops out of barrels and

bales. Nobody knew who the manufacturers or traders were. During the war, soldiers needed canned
food and easy-to-wear clothing. Thus, the ready-to-go goods tendency was born. This was a quick,
easy and hygienic way to consume products (especially perishable items), and it established a need
for packaging. Companies could be identified through the packages, attracting attention with visual
resources and bold design.
At the end of World War II, as mass production and market competition was on the rise, consumerism
emerged, as did the now well-known fight for prime spots in stores and in consumers minds. The
emotional connection with the customers became one of the pillars in a companys campaigns and
logos. Little by little, brands developed personality and packaging became more and more important.
The positioning process was all about marketing and advertising. It wasnt until years later that
companies began dedicating specific positions to the management and development of their brands.
Branding is all about the products and services process, from its very design and manufacturing, to
delivery to clients. We should think of brands as just another product that has to be equally designed,
created and delivered to our target. When branding as a science was just popping up, it only
monitored the competition, purchasing tendencies, as well as new launches. Years later, strategy
became more key and more complex, due to new distribution channelssuch as billboards, TV,
events, and in later years, the Internet.
Now, branding is literally a competition that just a few can win. A product can be the fastest, the
biggest or the most creative, but chances are the winners in the market will be those who did the best
BRAIN-DING job, going over the top and following the ultimate strategy to get the brand to the
highest of levels.

BRAIN-DING - the ultimate strategy.

BRAND AND BRAIN-DING COMPONENTS

Brands have several important components that we need to take into consideration in order to really
empower the brand. These components are brand foundations, and it is possible that, without them,
the brand will suffer.

Identity
First of all, we must have identity, which states who we really are and
how we want to be seen by the consumers. The brand identity is the
essence and tells us how our brand should be distinguished and
differentiated. In order to create the identity, we need to determine the
features that we want to be associated to our brand and products. Lets
take a look at McDonalds and realize that their identity is family time
and fun, not fast food and burgers. That is how the company sees itself
and how it wants other people to see it.
Sometimes it is easy to get confused about the meaning of identity and
image. Identity is aspirationalwhat we want our customers to seeand
image is what they really see. But also, when we say that it is what our
clients see, we dont necessarily mean it literallywe dont mean the
visual items of the brand. It is more of a perception thing. Someone can
think our brand is boring or energetic, and that doesnt mean the logo
design reflects that; it means that somehow and for any reason (behavior
of an employee or a spokesperson), customers have associated the
experience with their perception of the company. I remember someone
telling me, The customers perception is reality. Image is what the
client perceives, and BRAIN-DING helps us influence that perception.
When we achieve an excellent BRAIN-DING job, the identity and image
are the same.
If the brands values and personality are concrete and well stipulated, what the brand says, does and
shows will be consistent with how people perceive it.
Another main component of the brand is the personality. The personality joins every feature that was
carefully selected for the brand. To come up with our brands personality, it is common to think of the
brand as if it were a person. What kind of person would it be? Man, woman, young, mature? What
kind of clothes would he or she wear? Where would he or she hang out?
Knowing the personality is key to creating the identity, we need to be as specific and coherent as
possible, avoiding contradictions so that the message is clear and simple. While developing the

identity, we need to keep in mind every detail related to our brand, such as the product or service,
environment, clients, competence, company values, future plans and the channels through which we
will be getting in touch with our clients.
Another important thing to consider when establishing our brand personality is the lifestyle our brand
stands for. Lets not forget that the identity is aspirational, not only for our brand, but also for our
customers. That is why it is so important for our identity to meet up with our customers values and
lifestyle aspirations.
Based on the idea that actions say more than words, it is also important to
have our values perfectly identified. But lets keep in mind that the company
should not only stipulate its values: they have to be put into practice. When
customers can see companies practice what they preach, it provides
credibility. For instance, we cannot say that our brand is ecological if our
actions show otherwise. One of the most iconic examples is Nikes Just Do
It. This is not just one of the greatest and most successful campaigns; it is also Nikes philosophy. It is
not only visible through their advertisements; everyone involved with the company has to live that
brand promise. It is a huge part of their organizational culture. That is why the internal communication
campaigns are also so importantsometimes they can be even more important than external ones.
Brand identity and image will contribute to reputation building, which brings together the brand
management and representation with client experiences. Trying to change a bad reputation is one of
the biggest obstacles a brand can face. Thats why we need to influence the way customers receive
our messages from the very beginning and never forget that it is a continuous job. Its not only about
building a reputation; its also about keeping it where we want it.
Once we have the brand foundations, we need to consider how far our brand management can go and
what channels we will use to communicate with our customers. We need to know where our
customers are looking and stand there where we are widely seen. Even still, standing in a single
place is simply not enough. We need to get involved with the customers from different angles and
through different channels and platforms that our customers know and use on a daily basis. And still
we must always be looking for new ways to reach out to them so we can encompass as much as
possible.
Getting to a more tangible component, we come across all the visual and graphic elements. One very
fundamental part of the image is, obviously, the name. It is so crucial to pay close attention to the
meaning, the sound, the writing, the reading, every association that can be made from it and
implications in other languages. Today, a short, friendly name that is easy to remember and pronounce
in several languages has more chance of success. There are many ways of picking out a nameit can
be related to the products functions, creator or origins. There can be invented names or puns
referring to the desired image.
In The Brand Gap, Marty Neumeier offers some criteria needed to come up with a killer name:
brevity, differentiation, appropriation, empathy, and simple writing and pronunciation (Neumeier,
2005). While picking a name, there are two extreme possible scenarios. The first one is that the name
rests immemorial in peoples minds. The second one is that

it becomes so popular that it begins to be used as a generic

name. An example of this is Aspirin, a Bayer trademark that
became a common name for the same formula. In that case,
we risk losing the name rights simply because a registered
brand is used as a generic name for the product by
consumers and not as a distinctive brand. And generic
names cannot be registered as brands.
We also have our companys visual image, including many
components that may or may not be used. (It depends on our
branding needs.) At this point it is important to talk using the appropriate technical terms. It is really
common to hear the word logo used for every part of the graphic image. So lets use the proper
terminology to avoid any confusion.
The logotype or logo is, as we already stated, one of the most-used and worst-used words. A logo is
not a symbol or icon and it is definitely not the brand itself. Etymologically, the word logotype comes
from the Greek logos, which means word. The brands logotype is a graphic element, because it
has a distinctive size, shape and typography. The name, besides being the verbal identifier, can be a
part of the visual identity.

On the other hand, we find the symbol by which clients identify and recognize the brand without any
verbal explanation.

A combination mark is the union of logotype and icon. These are divisible and can be separated from
one another and work just as well as apart.

There are also indivisible ones, where logotype and icon are fused and cannot be presented
separately without losing all meaning.

All of these graphic elements are very important to the brand identity. These are the most memorable
aspects of a brand, a visual expression of the brand and what it stands for. The key is for them to be
simple, elegant, memorable and completely representative of the brand. They have to be different and
avoid clichs and copyright violation. The graphic components are going to be determined by the
brand, its concept and its promises. Companies should also consider going for the most adequate
option, as well as which colors, shapes, sizes and typographies match the brands meaning.
Our brand can also include a brief phrase referring to the brand personality, called a slogan. It usually
comes with every other graphic element. The slogan must communicate in a brief, direct and
unforgettable way, therefore, the brand concept and philosophy must stay in peoples minds for a very
long time.

Another way to share the companys promises is through claims, statements about the brand by the
brand. These are argumentative phrases to convince people of the benefits they acquire along with the
product or service. Today, claim minimalism is a tendency, because people believe that the product
and brand should speak for itself. Claims are only necessary if they are 100 percent authentic.

When creating a brand, we need to know that every component is related to the others. They rely on
one another so that image and perception are coherent and fully integrated. Everything should express
what the brand means.
When we have our brand concept, we have to take all these elements and use them in the second
phase of BRAIN-DING.
This second phase is all about positioning, which means placing the brand where we want it in the
market and in consumers minds. One of the most important things is trying to stand apart from another
30 brands. Or if we do position there, we want to stick out so much it will appear as if we are the
only ones. Our positioning has to be unique, well established, and differentiated from others. In order

to achieve that, we have to explore every avenue we can. Lets talk about some of the most effective
BRAIN-DING strategies.

Storytelling
Just as it works in brands and BRAIN-DING, storytelling has always been around, with many
different purposes. Storytelling for BRAIN-DING purposes is not new either, although in recent years
it has become common to think that people no longer buy products or serviceswe buy stories,
experiences and status. As previously stated, an emotional connection is key for BRAIN-DING, and
getting there requires getting in touch and interacting with the audience through relatable stories.
In storytelling we can use archetypes, because we need something consumers can relate to, something
that looks like their ideal. Everybody loves stories, and there are some individuals with a real ability
to tell them. A great storyteller is capable of developing personal, emotional and long-lasting strings
with the public. The whole experience of enjoying a good story can be powerful and draw out all of
our senses until we actually feel like part of the narrative, thus identifying ourselves with the brand.
With all of the above in mind, we get to another very relevant topic: brand experience. Nothing
compares to living and experiencing any sensation through ones own skin, and that becomes the most
memorable thing of purchasing or using something. We all love to feel we belong, that we are a part
of something; thats why it is so important that emotional connections are attached to moving stories
with situations weve all lived (or would like to live).
Brand experiences come in different packages. For example, when we look for the product, we could
face a bad experience because of a products lack of webpage or contact information; that negatively
impacts the clients perception. When we finally find the product, we have another type of
experience, because of the packaging design and the product itself and whether they reflect the brand
or not. The moment of purchase is crucial, because our customers are actually interacting with people
related to our brand now. Finally, the un-packaging and use of the product creates other experiences.
Throughout this entire interaction process, from the first approach to a lasting relationship with the
customer, the branding team must follow the same brand concept all the way to ensure consistency in
the customers experience.
Today a common practice is to get the client involved from the very manufacturing or packaging
process. A rising tendency is to customize products in order to strengthen the relationship by making
the purchaser an important part of the product creation in his own way.

Strategy
Strategy etymologically means the art of conducting an army, and like other concepts it has
expanded to other fields. In BRAIN-DING, strategy means the art of meticulously planning actions
from different fronts in order to achieve specific brand objectives.

Strategy is one of the BRAIN-DING basis, and on that context it means to work in an intelligent,
thoughtful way in disciplines like marketing, advertisement, public relations, graphic design,
industrial design and corporate identity. The strategy is a very concrete idea that unifies every action
in a coherent way. It works hand in hand with values and brand philosophy, products and services, the
working team, means and channels, etc. The strategy must integrate everything with a defined purpose.
To develop a strategy, we need to design a long-term plan for the brands success. Once we have the
long-term layout all set up, its time to break down more specific goals and more determined actions.
It is important that the first plan is big enough for brands to be sustainable and long-lasting. When we
manage a brand, it is inevitable that we face everyday challenges and try to solve them as fast as
possible (and with a tight budget), but that is only possible if we have strategic foundations in place.
There is a pretty good reason for brand architecture to exist, and it is literally that. Its like building a
house. It has to have a strong foundation so it can withstand the possibility that someday there might
be an earthquake or other natural disasters. Every detail of this house was built thinking about rainy
days, sun movements, and everything needed for maintenance should be taken into consideration, as
well as the inhabitants everyday activities. Aesthetics and having the adequate finish requirements
for further construction is also a consideration, so it can be expanded or modified in any way. It
works the same with brands: we have to be forward thinkers, considering every possible variant and
every possible outcome.
First things first. To establish our BRAIN-DING strategy, we need to know what it is that our brand
needs and wants so we can define our goals from the biggest down to the most specific ones, and our
strategy has to respond to that. A branding strategy seeking to launch a new product is going to be
very different from the one intending to renew an image. There lies the importance of goals
stipulation.
To have a strategy is to have a firm ground to walk on, in any direction we want, but lets not forget
that things change: the market, economy, competition, consumers. Everything can change, and we need
to be prepared and open to change direction if needed. Maybe an unmissable opportunity comes up
and we need to redirect our plans. We can never know; therefore, we must stay flexible.
Strategy is simply an integration of every necessary BRAIN-DING component for the development
and positioning of a brand so it can respond to the needs and goals.

Relationship with customers

Lets face it, customers are the main motivation for brands and BRAIN-DING, and it is a priority to
identify our clientele. That is the first step into building a relationship. To start, we need to make a
very important distinction: the internal and external customers.
Our external customers are the ones for whom our products and services are intended. They are
important because their purchases maintain the company; they are the main income source. External
customer satisfaction creates purchasing recidivism and can also be a way to attract new consumers
through recommendation. Therefore, there must be excellent external customer service, as their
experience will directly impact their perception.
For brand managers, it is important to know how to divide their customers. Consumer segmentation is
an ancient practice, but branding has had to adapt this technique over time, as conventional ways to
categorize population change. For BRAIN-DING, it is important to separate the public based on their
age, gender, income, etc., but we also need to know their interests, consuming habits, behavior and
their contexts.
Once we have our target in sight, we need to carefully analyze their features, motivations, aspirations,
tendencies, interests and everything that might be useful for our purposes and make us consequently
react. Remember that every little detail countsand with people, every little detail is a revealing
insight.

Excellent external customer service depends on

excellent internal customer service.
A good relationship with consumers depends on so many different factors, but however we choose to
make an approach, it must be based on trust and empathy. Its like having a personal relationship.
Relationships are based on trust and communication, and with these foundations, we begin to build
comfort and all the subsequent attachment feelings.
The second big customer group we need to take care of is internal clientele. This group comprises
every individual who works for, or has something to do with, the company. It is important to
recognize that workers are also clients, and we need to know their needs and perceptions. They are
our brands main promoters and users, even if its not through purchasing.
Clearly, relationships with customers (internal or external) are fundamental, and we need to work to
build them and maintain them. Of course, the most effective way is through emotional connection. We
cannot talk about experience without bringing up emotion and loyalty. They are all mixed with one
another.

Most brand failures come because we dont know our customers. Maybe the brand is operated based
on assumptions and not real information. It is also important that these relationships include the
customers opinions and perceptions recovered from constant monitoring, research, and user
feedback. There are many ways in which we can achieve this, from easy opinion reception like
product satisfaction surveys, to market studies and more complex focus groups.
Lets translate all of the above to a more common situation by comparing brand relationship to
personal ones. At the beginning of the relationship, we need to get to know the other person to insure
1) we are compatible and 2) to determine how to start the approach and begin talks that eventually
lead to a relationship. Then, when we get to know the person, we can start sharing and offering what
he or she needs or wants. How do people fall in love? With little details. And that same principle
applies to make customers fall in love with our brand.
We have heard over and over again that communication is the foundation of every successful
relationship. It is true. Most relationships, personal or commercial, will fail because of the lack of
effective communication from both sides. Either we dont listen to our customers or we cannot clearly
communicate what we need to say.

Differentiate, innovate
It seems so obvious, but we need to mention it and keep it in mind. To innovate and differentiate is
one of the main attractions of our brand, which is usually the hook, to get customers involved. It is the
wow factorsomething memorable that sticks in peoples heads.
We need to decide how we want to differentiate ourselves so that our brand succeeds and we can
stand out.
Competition is one of the components we need to keep in sight when
declaring our differentiator. There is a never-ending list of products,
services and brands, and there are thousands and thousands of people
willing to consume them. To gain a spot, we need to analyze the strengths
and weakness of our competitors to determine where we can make a
difference. As we already said, there are many ways in which we can
step away from the ordinary; maybe by using unusual techniques. The key
is bringing out the unexpected. One of the greatest examples is the Hans
Brinker Budget Hotel in Amsterdam that took advantage out of its
weaknesses and positioned itself as the worst hotel in the entire world.
No hotel (or any company for that matter) wants to be the worstthey all
brag about their great featuresand thats exactly why the Hans Brinker
stands out. Because it is the only hotel advertising that way, and that
attracts.
It can also work to launch a product that has always been thought of as being for one demographic
towards another very different group, or to use formats that break entirely with the established
patterns.
Creativity is what makes all of it possible. The simple fact of being creative is an aspiration of many,
and integrating that into our campaigns can make a brand very attractive.

PROCESS

The team
The working team is the fuel of our brand. In this chapter we are not going to talk about the companys
personnel organization. We are going to talk about the team that makes brand creation, management,
and positioning possible. The team configuration can vary depending on our products and services,
our brand size and its aspirations. Here we will just mention some basic roles that can or cannot be
included, depending on our specific brands needs.
We obviously cannot have the same team for a local chocolate brand as we would for an international
cleaning products company. Everyone requires different approaches, means and resources for its
commercial development.
The branding team must be, without a doubt, multidisciplinary. There are so many roles to cover.
Among them, we find a creative director who is in charge of the strategy, determining the most
adequate approach for the brand management. There is also the art director, who takes care of the
graphic concepts, supervises quality, and leads projects. Then we find the design team that supports
the entire branding team by developing the visual images, focusing on logos, printing material, etc.
And in that same visual area, we find the industrial designers in charge of products, packaging, POS
and shelf design. We can also add illustrators if the brand requires them; they create characters for
animation or any other purposes. We might also need pre-press as a more technical partthey
supervise every file so they are perfectly accurate and can be easily printed.
Of course we need web designers and programming experts for online resources. There can be
animation and postproduction professionals, photographers, camera operators, copywriters, audio,
video, media and technology engineers, etc.
But BRAIN-DING is not only about the creative part. It should also have an administrative department
filled with account executives in charge of managing projects and working directly with brand needs,
budget, and timing. Account executives let the design team know what needs to be done and ask for
proposals. Marketers analyze needs and context and evaluate a campaigns impact.
We definitely need an administrator who assumes money issues, and a director to supervise and
follow up with every process. Marketing and advertising experts as consultants provide a wider view
to support the team.
BRAIN-DING needs professionals from many fields, with different abilities to cover as much as
possible. To put together a good team, we need to think about what BRAIN-DING stands for and
identify the best way of communicating that to customers, and to determine who is the best in each
field to do it.

Research
In the book Positioning: A Battle for Your Mind by Al Ries and Jack Trout (2001), we find a new

marketing process that completes the one that has been so used for many years: product, price, place
and promotion. To those principles, the authors add research, segmentation and goals as the most
important information source. Meanwhile, Don Peppers, in his book One-to-One Marketing (1996),
proposes a new model called the Five Is. Identification seeks not only to know the customer, but
also to link every piece of information to every brand aspect. Individualization recognizes that every
customer is different and we need a special way to treat him or her. The next I is interaction, where
we have already hit a touchpoint with the customerswe need to keep a record of those interactions
so we can later analyze them. Then we find integration, which means to respond to the information
we collect from customers so that every action is adequate. And finally, we have integritythat has
to do with gaining customers trust; they should know that they are safe with us, that every need is
going to be satisfied.
Both models present indispensable tactics for the successful managing of a brand, focusing attention
on the customer. On this subject we also include other important considerations.
A lot of emphasis has been made on the knowledge of the customer and other exterior factors, but we
cant lose sight of the self-knowledge of the company.
The model and business plan have to be very clear, with the absolute knowledge of everyone who
works at the company, especially the CEO and executive staff. This self-knowledge includes the
foundations of the brand and the desired relationship with the customers, the identity of the brand, and
the communication strategy. The offer and value of the company has to be very clear, along with the
elements of differentiation, mission, vision, personality and promise of the brand, because that tells us
how well be known. In the same way, we have to define the objectives and the actions for designing
a strategy of BRAIN-DING that ties with the business model. There is no strategy of brand
management that could work if the fundamentals of the brand and company are not well established.
Afterwards, we can define the audiences and understand the customer, the competence, and the entire
environment we plan to integrate in our brand. Lets remember that there is no need to focus only on
commercial matters; we have to understand completely the context of introduction. Once we have
reached that, we can focus on the marketing studies. The ideal scenario is to start with market
research or use a previously conducted study thats available for public use, as long as its useful to
the objective of the research.
A market study seeks to show us a clear panorama about the number of customers who will consume
our product or service being offered at a determined time and placeand at the price they are willing
to spend to get it. It will also tell us if the characteristics of our product or service that we offer are
those the customer expects, or if it will be necessary to modify something. Finally, it will reveal to us
if the audience we are trying to reach is really interested in the product.
Also, the market study allows us to evaluate if what we are doing works for positioning our brand
(from the design of the logo to the strategy), or if it is necessary to make modifications. It also allows
us to monitor the efficacy and efficiency of whatever is being developed and implemented, as well as
analyze the reasons for any fluctuation in the patterns of sale or perception.
Doing research must be a continuous work; information is needed in different moments, whether

launching a brand, renewing it, growing it, innovating, hosting an event, introducing a new product,
evaluating the results of a new action, or any of an endless list of situations. In some cases, an
exhaustive study is not necessary; it should include implementing methods of analysis, research and
feedback, done in a smart and functional way for the objectives we have in mind.
Once the necessary information has been gathered, we can proceed to act, with the objective of
raising the understanding of the benefits the brand offers, and to create a positive image according to
the desired standards.

Design
To consider
First of all, we need to clarify that when we talk about design, we dont refer only to graphical
matters. Designing a brand implies working from the aspects of identity and personality to crafting the
launch and continuity strategy of the brand. Its strategic planning of all elements we want to integrate,
and just as in research, design is needed in many moments to communicate the brand identity, whether
on a logo, webpage, mass communication or many other resources that will be utilized. Lets not
forget that design also needs constant actualization.
To start with the design of a brand, we need to realize a series of fundamental considerationswe
had already mentioned a few in relation to the name of the brand. But one of the most important has to
do with cultural context. We have to recognize the customer, not only his habits and consumption
behavior, but also on his beliefs and principles, his routine, and what gives meaning to his identity.
We know that we live in a globalized world in which geographical barriers are no longer an
impediment to know the world. That makes the task of considerations more complex, but a good
implementation of BRAIN-DING pays a lot of attention to cultural differences, to history and
references of the target audience. We have to avoid at all costs working under assumptions or
stereotypes; its indispensable to be well informed about matters that could turn out to be delicate.
Global brands, for example, cant use the same strategy in different placesthey have to adapt to the
environment to be understood and well received.

Design: elements and development

When you have analyzed all the variables of the customer and the context, its necessary to develop a
briefa document that contains all the necessary information (previously collected in the research
phase) in an organized and logical way. The brief has to include relevant data for the BRAIN-DING
project, such as background, information regarding the enterprise and its processes, information given
by the market research and constant monitoring of the behavior within it, modern trending, assigned
budget, channels of distribution, and characteristics of the product.

Once we have made and analyzed the brief, we can proceed to create proposals for specific BRAINDING actions. The ideal tactic is to organize the actions in a functional way and to determine who
will be involved in each activity. Having a well-organized task plan is key to high-functioning
development and implementation of our strategyyou avoid trouble, and everything happens in the
most organized and structured way. Its also important that actions are scheduled according to
relevance, necessity, or answering to the strategy.
Activities can be focused on different areas, such as graphic design and visual development. Other
parts can be dedicated to public relations, administration, web development, audiovisual content,
process control, logistics with the customer or the crew, resources management and distribution
channels, etc. Each area has diverse activities that will have to be developed in different moments but
always in constant communication, and merging actions when necessary, so the brand can be
complete. Lets think of the brand as a fabric on which each action or professional is a thread. If a
professional or a part of the brands identity is separated, or is not well knitted, the fabric will be
weakitll have blank spaces. The closer and more united they are, the stronger and more lasting the
fabric.
Once the identity has been stipulated through the product, differentiations and promises of the brand
and if the strategy of branding has already been designedyou can start the design of the graphical
identity that highlights completely what the enterprise means and represents. This means that we can
begin to design the logotype or any visual element that can identify and recognize the brand.
There are numerous elements to pay attention to
for the design of all graphic components:
aesthetics, colors, typography, sizes, forms and
proportions, etc. All has to go in harmony with the
concept idealized for the brand. For example, a
company that commercializes bottled water
knows that its product has to be related to
freshness and well-being. The most-used colors
are blue and green, which inspire serenity and
freshness and are related to nature and intellectual
dimension. Typically, the graphic image of this
type of packaging includes elements of nature that
exemplify the promise of the brand, like
mountains (mineral or spring water) or elements of water, like drops, rain or clouds. The name, in
most products with these characteristics, follows the same pattern, with phonemes that are evocative
of words like water, minerals, pure and fresh. (However, there are always brands that decide to
create their own name by starting with other fundaments of the enterprise.)
After deciding which name suits the principles and concept of the enterprise best, you have to
determine a typography that suits as well. We have to remember that each detail counts, especially in
typographyevery curve, space and line of a letter says something, and its necessary to pick one that
says exactly what our brand says. Picking typography is a system that has to mesh all the letters and
characters with the concept, products, other graphic elements and the customer.

Its also important to consider that a company will need more

than just one typography for all its resources, including
typography for long texts on the web or e-mail, the logotype,
letterhead and data, signatures and printed publicity. The use of
different typographies helps to make communication clearer,
cleaner and neater; it works to differentiate types of text and
rank information. Many corporations have a main typography
(that can be the same as what is used in the logo) that is applied to titles or headlines, and a
secondary typography for subtitles and body text. Both have to work in harmony and be readerfriendly.
In addition to the logotype design, it has to be considered whether an isotype is necessary, a symbol
that goes completely according to the brand. The integration of all elements is fundamental so that the
perception of the brand is given in the most natural and fluid way.
On this matter, the use of colors needs to be mentioned. Theory and psychology of color can help to
determine the best colors and characteristics for our brand. We have to consider the right
complements and combinations for the objectives of the brand.
There are many studies that show the importance of color selection in products as well as publicity
and presentation. 84.7 percent of consumers say that color is one of the main reasons for acquiring a
product or service. Evidently, the visual part is the first thing a customer perceives; for most of them,
its the only thing they pay attention to. The customer builds himself an idea of a company, brand or
product in the first 90 seconds that he is exposed to it, and around 60 percent of his attention is
focused on color.

Lets remember a factor of success for BRAIN-DINGthe emotional connection with the customer.
This makes the selection of colors even more important, as we know this has an impact on a
psychological levelthe effects of colors on the subconscious can give an advantage to the brand.
Sight is our most important sense; through it we get the most of experiences and stimulation.
Clearly, colors say things as well, and they have to be coherent with the brand. Just as we previously
said about the bottled water, how would people feel if a bottle of water was yellow or red? It
definitely doesnt match the product. Some water brands were innovative about it and changed the
classic blue for green, trying to evoke nature. Others went beyond that and chose a warmer color,
going for innocence, calmness and sweetness. Of course, we can be bold and change the established
to make it our differentiator.
Every decision made needs to be written down in the graphic identity manual, which shall include the
dos and donts and the rules regarding the uses of the logo in every space (like on the webpage, in
emails, on envelopes), to unify and maintain the companys visual image.

Changes
To remain in our customers minds, it is desirable to make simple reminders showing we still are
around. One of the better ways to do it is through special occasion campaigns to renew the image or
the whole brand, or hosting special events.
The most memorable example of this is Coca-Cola and its huge
Christmas campaign. They also tend to launch new products in a
unique way. Coca-Cola is always reminding us of its existence with
very emotional campaigns because thats who they are. Coca-Cola is
not a soda; it is happiness, joy and making the world a better place.
Every action led by this company reflects exactly the image they want
to be seen.

Resources
BRAIN-DING is an integral job that involves all people related in any way to the company; therefore,
there are different media and resources that the branding team can use to have the reach and impact
desired. Probably, in modern days, the most profitable resources are the ones related to the web,
because its one of the most accessible platforms. Search engines allow us to find information
immediately, and the Internet is now one of the first contacts a client has with the company and can be
a filter for connecting with customers. A wide part of our clients perception will depend on the
experience he had on the companys website and will determine how far that first contact will lead
and whether it will or wont end up in a business relationship.
There are different purposes that require different online platforms. We can use the web to

communicate or inform, to interact with the customer or with other relevant actors. But in recent
times, the use of digital media has been modified in a way where there are more functions to take
advantage of. Mostly, it has developed a role as a supermarket or online store.
On this matter, we have to contemplate that this change implies that the ways of doing branding (in all
of its aspects) has to change. We have mentioned the importance of using different resources to
position our brands. And in the packaging department we have to ask ourselves how to adapt this new
method to online sales. Today there are different brands that emerged from this new modality which
are well positioned as they respond to the necessities of immediacy and comfort of the modern client.
A few examples are Dollar Shave Club, Graze, Barkbox or Trunkclub.
We could also mention the services of some supermarkets that offer
home delivery; even Amazon has a branch especially for groceries:
Amazon Fresh. All these examples are characterized by their design
and packaging (or un-packaging) experiences that fit to the media and
resources they use to position their products. There are endless
YouTube videos of people sharing their experiences with the brand,
from the unboxing of the iPhone 6 to opening a Barkbox with their
pets, for example. And for a customer to become so identified, to
carry and promote the brand in such a way reflects the successful
work of the branding team.
The online buying experience is obviously different from conventional buying. We avoid the constant
exposition, comparing and competition. It is not the same to be on a shelf where people can take the
products with their bare hands, check them and compare them with others. We really need to think
about the packaging and the experience. That doesnt mean we have to take our products out of the
stores. People will always prefer personal attention and remember that we need to stand everywhere
we can.
To do BRAIN-DING in this digital era, we need to pay attention to resources such as online
catalogues, instructions, contact, payment methods and delivery logistics. It is hard work that requires
planning, managing and strategy to achieve the positioning on a digital level, but if it turns out well, it
can really make things a lot easier because we have total control over request, payments, stock and
any notification from the customer. We can check status in real time and save a lot of time and money.
In countries such as the United States, the online fever is on the rise. On the other hand, in Mexico it is
still difficult, because people dont trust online retailers; they are afraid of giving away personal
information.
Social networks have also changed the way we do BRAIN-DING. A billion people are active users of
one or many social networks all around the world. It has become one of the best ways to get to the
public because social networks are part of their everyday lives. Plus, new mobile formats allow us to
share everything at the exact moment it is happening. Not only that. Social networks have led to closer
and easier interactions with customers, and recovering information from those interactions is quicker.
And of course, brand exhibition is bigger because social networks are designed to publically share.
Every interaction is visible for others, and the domino effect begins. In addition to that, being on

social media is just so cheap! The secret to make it on the networks is to manage them; we need to
know how they work and which ones are more convenient for our needs.
On web pages, as well as social networks, audiovisual resources are also one of the most utilized
and demanded media, because although the saturation of information has expanded the capacity of
perception of the people, the period of time dedicated to each piece has diminished. The challenge is
to communicate what you wish in record time. But not only thatformats have been modifying,
because reading means an effort and sacrifice of time. What is wanted is to receive information at the
minimum price possible.

The fact that this day and age is completely immersed in the digital world, doesnt diminish the
traditional and analog resources, like impression and other more conventional media. Amongst these
other resources, we can highlight the importance of packaging and points of sale (POS). The design of
the packaging is a hook when it comes to purchasing; we have already mentioned the importance of
visual elements, and the product is as important as the wrapping.
Its been heard a lot that branding is something you can feel but not touchpackaging is the exact
oppositeits the physical and tangible experience of literally holding the brand between your hands.
Surely everyone has a certain package that we think is too cute, creative or special to get rid of, from
bags of clothing to shoeboxes or electronics.
In the same way, POS are another indispensable resource that attracts customers for its visual impact.
Its on the bridge between tangible and intangible, as generally we can see and even touch the object,
but can hardly purchase it.
On the other sideand we are going to
include a lot of resources in this partwe
can make use of printed material, like
letterheads, standees and billboards.
Printed material is an important part of all
companies; its a valuable resource to
present a customer with a personalized
folder of the company rather than just a plain and simple folder.
Another way of doing BRAIN-DING is through events of any type, such as
sports, cultural or family eventsany given event that goes according to the
brands identity. These events promote communication with a large group of
people in a very close way and, if executed properly, allow you to have
absolute control of the environment.
Everything has to be unified. In all the resources that will be used you have to
apply the same graphical criteria, the same tone of communication, the same
message and the same language. You have to project only one imageit
doesnt matter through which media you are doing BRAIN-DING. If you have
any doubt about it, check the manual of graphic identitythere you shall find
what you need.
You have to be very conscious that a big part of BRAIN-DING strategy will depend on the specific
needs of what we offer; therefore, it is possible that certain resources are more functional for some
products than others. While radio and TV can work for some, for others it might not work that well.
Lets highlight again the importance of research and of knowing all the elements related to the brand.
Once all the previous points have been determinedfrom the name and the image to the media and
channelsits time for implementing the strategy, thinking about the times and places, other
launchings, whatever can go through the mind of the consumer. It wouldnt be a good idea to do an

event outside in the rainy season or try to compete with an already-established event, like Bryant Park
during New York Fashion Week, or the Olympics in its host city even though you can use these
events as a platform to spread your brand.

Evaluation
We already know that every BRAIN-DING activity should be active at all times. Weve already talked
about research to discover necessities and determine the most adequate actions, but research doesnt
end there. We need to keep revising every action; otherwise, how will we know if we are on the right
path and our efforts are paying off?
Since we first have an idea for our graphic identity or for our campaigns, we need to discuss these
ideas with the team (and maybe even with other people) to get a wider perspective and to really see
if we are making the right decision. It is always easier to change little actions one by one, rather than
implementing a huge campaign, and later finding it doesnt work.
Right after we start acting, we need to analyze the impact we are reaching and keep it registered for
future references. First of all we need to ask ourselves if the action fulfilled its purposes and what
other info is useful.
For example, when we launch a new productafter the research showed it could be successful, what
package works better for our audience, and what is the best way to advertise itwe soon need to
check to see if it was as accepted as we thought it would be, if its making money, if our customers
are satisfied, and the reasons behind those answers.
It is commonly believed that success is determined by money, but now we know that a high sales rate
does not necessarily mean a high loyalty or satisfaction rate. There is a relationship between them,
but all data and its meaning needs to be individually analyzed, and then we can cross information to
know even more.
Sometimes, for brain-ding purposes, knowing how many visits, reproductions or sales we got will not
be as relevant as knowing what our customers feel, what their perceptions are and how their
experience was. We want long-term relationships, not one-time interactions. Evaluation can be an
excuse to follow up on the first contact with a client while we take every piece of information
possible to use as a guide and move forward.

NOW AND THE FUTURE

In the last few years, there have been thousands of changes, advances and new discoveries. The
world is moving so fast, it has also modified the way branding behaves, mainly because of the
technological changes (new design software, new manufacturing processes, and new channels to
establish communication with customers). One of the main reasons why tendenciesnot only in
BRAIN-DING, but also in every communication meansare changing is the actual lack of time.
People no longer have time to pay attention to brands; of course they want their needs to be satisfied
as soon as possible, but they dont have any time to listen to new proposals, let alone to read them.
We are living in a time where we have less and less time and more and more information. We now
make our decisions based on symbolic aspects and prefer unique things customized to our own needs
and desires. Mass production is no longer what produces mass consumerism; today people want to
personalize their purchases. This doesnt mean that mass consumerism is marching backwardson
the contrary, it is on the risebut buying decisions are more rationalized.
New ways to communicate have developed a need for fast response when it comes to receiving
information through social media and mobile devices, and with them we can live faraway realities in
real time. Its no wonder branding tendencies are moving to the digital formats. A saying that clearly
demonstrates this is if something is not on the Internet, it doesnt exist. Companies cannot afford not
having a webpage or social media accountsthey have to be where their audience is.
One of the avenues with a growing popularity is very short videos with clear, simple and basic
informationremember, people dont have time to waste on reading long explanations and promises
or watching long, boring videos full of unnecessary info. Videos shorter than one minute are one of
the strongest tools, because they put together all relevant BRAIN-DING aspects: visual impact,
information and brevity, without excluding storytelling and emotional approach. Plus, it is an
instrument that simplifies and/or complements webpages or social networking that supplies long
explicative or descriptive texts.
Today it is also more common to purchase online, and that implies other changes in the product
presentation. Now our product does not stand on the physical shelf of every store, and our clients
cannot always hold the packaging with their bare hands. To meet those new selling points, we need to
develop new exhibit methods for the online shelves. We need to come up with new ways of promoting
our products online. Useful resources are endless; there is 3D animation and augmented reality that
gives the products a sense of materiality.
It is not necessary to say that most of the branding work is in digital media now and that this tendency
is growing incredibly fast, leading to the creation of new formats that adapt to multi-tasking, multiscreening, little time, and a limited amount of attention from consumers.
Online BRAIN-DING does not depend only on formats; content management is fundamental, because
people no longer believe in paid publicity or purchased positioning. It has more value as a place

thats won rather than a paid one. What creates value is authenticity.
Whatever means we use to establish brand positioning, it should be always updated. It has to respond
to the latest trends and technologies so it can be compatible and adequate. People who manage those
means should also be constantly trained, and the customers impact and competition should always be
monitored.

Less is more.
When it comes to graphic design, what rules today is minimalism in every possible sense. The
principle is this: Less is more. To consumers eyes, minimalism is a sign of sophistication that is also
one of their aspirations. They identify with it and prefer any product, service or information presented
that way. But lets not forget that everything changes, and at any time this could stop being valid and
require us to adapt.
As Peter Drucker says, The best way of predicting the future is to create it. We need to build the
future we want for our brand, and we can also try to innovate in ideas, products, processes, resources
and current ways of doing branding in order to establish a new trend and have our own differentiator.
Talking about the customer, we need to know that he expects more and more, and so far, it has been
difficult for companies to meet him halfway. In most cases there is still a gap between what is desired
and what is received. And really knowing our clients and their expectations can be a huge
competitive advantage.
With these great expectations come also their wish for customizing and personalizing not only their
purchases but also their experiences. They wait for close personal attention that looks after their
individual needs, leading to deep meaningful relationships. Dont forget that now the attention is
focused on meanings. Customers expect to identify themselves with a brand because they mean
something in their emotional, intellectual, cultural or spiritual dimension.
There are more factors influencing each persons purchasing decisions. We need to use the exact
means and channels with the exact message at the exact time for the exact audience to achieve the
expected results.
Trust is another one of the most valued features. People are more critical and conscious about what
they consume, and they dont easily believe what they are told. They question everything a brand says
about itself, are careful and even notice contradictions and nonsenses in brands promises. That is
why brands should never declare what they dont possess. It is best to communicate information as
simply and honestly as possible and focus on what they really are and offer. Although the secret lies
in the way we handle it. Maybe what could be considered a weakness, if properly, intelligently and
strategically handled could turn out to be the key differentiator for success to pop out from the rest.
Lets consider the Cadbury chocolates example. They analyzed the
audience and realized that health and nutrition was more and more
important, so they decided to launch a campaign focused on the
benefits that chocolate and its milk content could offer, but
consumers didnt accept it. It is obvious that chocolate, except for
dark chocolate, cannot be seen as healthy, so why advertise it like
that? Chocolates strength is that it is a pleasure, something to
enjoy, and that is the correct way to show it to the world. With a good strategy, the fact that it is not a

healthy product wont keep it from selling and having a good positioning.
And talking about the internal function of a company, it is important to say that the gaps between
departments are smaller now. Integration and good communication have been demonstrated to
increase productivity and improve the companys image. An integrated brand is a strong brand with
more tools and success possibilities.
Through these pages, we have talked about the BRAIN-DING principles, methodologies, examples
and realities, but it all comes down to a very simple idea: communication is the key to success. All
kinds of communication: internal, with customers, between competitors, associates, investors, etc.
What you communicate, the way you communicate it, to whom you communicate it, and through which
means and channels it is communicated is what makes the difference, and that is what BRAIN-DING
is all about.

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BIBLIOGRAPHY
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