Lysle's Innovation Roundtable 2: Brand Strategy and Market Alignment
Session 2: The Balance Between Business Strategy and Brand Strategy
Session 2 will cover the balance between business strategy and brand strategy and how brand equity is built. We will explore the emotional and rational side of brand and the critical importance of alignment.
1. The Emotional side of Brand Equity
• The rational and emotional side of brands
• How our memory systems work
• Human nature, how we purchase
• Cause and purpose
• The idea of relationships and storytelling- building the intangibles
Q&A
2. The Importance of Business Strategy in Branding
• Brand as a strategic construct to define competitive advantage, differentiation
• Alignment with stakeholder vision and business objectives
• Resonate with a scalable market- the goal is long-term consistency
• Single-mindedness
• Alignment & consistency- Apple
• Frequency over time
Q&A
Discussion:
• Do your perceptions and experiences with branding align with this thinking?
• What misconceptions have you seen about branding?