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Brand Culturalization and the Brand Family
Thank you for your interest in the culturalization of our Door County brand. A tremendous amount of work has gone into identifying the essence of the Door County brand and it's through this process that we hope to bring that message to your community to assist with your sub brand. One way to think about this process is to think of each community as a pillar that holds up the parent brand. Each pillar is unique but holds true to the values of the parent brand.
Click HERE to view a PDF version of the PowerPoint presentation by Mary Nosbisch Jan 27-29th, 2009.
Glossary (Printer-Friendly Glossary) Brand Holistically, what the product stands for in the minds of its consumer (i.e. reputation)
Target Audience A group of individuals with common demographics, psychographics and/or attitudes and represent your product’s most likely purchasers
Primary Benefit The positive results from a usage experience with the brand that addresses a need or want of the target audience
Reason to Believe (Benefit Support) Factual statements that make the primary benefit promised believable
Frame of Reference (Competitive Set) A group of acceptable alternatives (as defined by the consumer) in the event that they do not choose your brand
Brand Asset Physical characteristics that have come to represent a brand to consumers
Brand Values The code by which the brand lives
Brand Personality What the brand personified would look like
Brand Core (Brand DNA) Essential aspects of the brand that define it to its viewing consumers ~ usually an edited version of the most important of its assets, values and personality
Brand Promise Shorthand for the brand strategy that embraces the soul of the brand
Demographics Description of outward traits that characterize a group of people
Psychographics Description of lifestage, lifestyle and/or activities that characterize a group of people
Brand Positioning Strategy The distinctive position that a brand adopts in its competitive environment to ensure that individuals in its target market can tell the brand apart from others
Positioning Strategy Statement Written description of the position that a brand occupies in the minds of a defined target audience |