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Explanation of this service, A brand isn’t a logo, tagline, or ad campaign. It’s a mental model, or heuristic, that lives in the consumer’s mind. Brands are based on trust.
Brand Strategy Headline
A brand isn’t a logo, tagline, or ad campaign. It’s a mental model, or heuristic, that lives in the consumer’s mind. Brands are based on trust. With each new positive experience, a brand’s trust grows, becoming deeply embedded and remarkably durable…and surprisingly human
We live in an “attention economy,” requiring a strong brand to cut through the clutter and help consumers make faster—and therefore easier—decisions. The power of any brand is, simply, how it makes you feel. Competence, caring, commitment, and compatibility of values are what customers want and expect, just as they would from any friend or partner.
The Hartford wanted to optimize the positioning and messaging of their partnership with AARP.