Part 3/3

Now we have reached the third and final part of “The Cookbook on How to Position a Brand to Make it Tastier*,” and it’s time to get the recipe for the base of the cake – the Communication Concept.

If we pretend the Cookbook is about making the world’s tastiest cake, in “Part 1 The Idea of Positioning,” we covered the importance of deciding what kind of cake we wanted to bake. In “Part 2, Set the tone with a great Name,” we choose the icing of the cake, what makes it attractive.
In the third and final part of “The Cookbook on How to Position a Brand to Make it Tastier*,” we will talk about the core of the cake: How do we bake a solid cake base?

Every strong brand has a story to tell. They have for a long time sent a consistent message that the target audience, in this case me, has noted and approved. But how does it work?

Whether it’s a consumer or a business-to-business brand – you need to have an idea that sticks. An idea that tells your story and that you can tell over and over again. In different formats, to different audiences and in all kinds of channels. This is what we call a strong Communication Concept.

A concept can stand for so much. What pops into your mind if I say, for example, Patagonia, Mercedes, John Deere, and Ikea? Probably about the same as mine – commitment, luxury, tractors and affordable furniture.

An asset to nurture

There are an infinite number of examples of companies who have protected their concept for a long time and thus made us look at them in the same way. They own their concept, and it is an asset they thoroughly nurture. They know its value and how it separates them from their competitors.

A Communication Concept is for every brand

It is easy to think that this only applies to large global brands. But it applies to every existing brand; every brand can benefit from a strong concept. It just depends on who your target group is and how you approach them. If you sell to everyone all over the world, you need a concept that works globally. If you have a target group that consists of all bird-watchers in Canada, the concept should attract those.

It saves money – and makes life easier

The great thing about concepts is that once they are set, you save a lot of time by no longer having to invent new ideas over and over – which both become more expensive and often send changing signals, which confuses the target audience.

Do you want to know more about how strong communication concepts can make your brand stronger – and, at the same time, make life easier? Get in touch, and we’ll be happy to tell you more.

Part 3/3

Now we have reached the third and final part of “The Cookbook on How to Position a Brand to Make it Tastier*,” and it’s time to get the recipe for the base of the cake – the Communication Concept.

If we pretend the Cookbook is about making the world’s tastiest cake, in “Part 1 The Idea of Positioning,” we covered the importance of deciding what kind of cake we wanted to bake. In “Part 2, Set the tone with a great Name,” we choose the icing of the cake, what makes it attractive.
In the third and final part of “The Cookbook on How to Position a Brand to Make it Tastier*,” we will talk about the core of the cake: How do we bake a solid cake base?

Every strong brand has a story to tell. They have for a long time sent a consistent message that the target audience, in this case me, has noted and approved. But how does it work?

Whether it’s a consumer or a business-to-business brand – you need to have an idea that sticks. An idea that tells your story and that you can tell over and over again. In different formats, to different audiences and in all kinds of channels. This is what we call a strong Communication Concept.

A concept can stand for so much. What pops into your mind if I say, for example, Patagonia, Mercedes, John Deere, and Ikea? Probably about the same as mine – commitment, luxury, tractors and affordable furniture.

An asset to nurture

There are an infinite number of examples of companies who have protected their concept for a long time and thus made us look at them in the same way. They own their concept, and it is an asset they thoroughly nurture. They know its value and how it separates them from their competitors.

A Communication Concept is for every brand

It is easy to think that this only applies to large global brands. But it applies to every existing brand; every brand can benefit from a strong concept. It just depends on who your target group is and how you approach them. If you sell to everyone all over the world, you need a concept that works globally. If you have a target group that consists of all bird-watchers in Canada, the concept should attract those.

It saves money – and makes life easier

The great thing about concepts is that once they are set, you save a lot of time by no longer having to invent new ideas over and over – which both become more expensive and often send changing signals, which confuses the target audience.

Do you want to know more about how strong communication concepts can make your brand stronger – and, at the same time, make life easier? Get in touch, and we’ll be happy to tell you more.