Living Brand®

Intro
The Living Brand Framework
Living Brand Strategy

Intro
We believe that a brand acts like a living organism. It is conceived and born, it develops and changes to adapt to its environment, it enters relationships, has values, a unique identity, and a personality.

A true brand is not merely a marketing construct but represents a body of ideas and beliefs that inspire a culture and drive a company’s relationship with the world.

The Living Brand Framework
Brands have rational, emotional, and cultural dimensions. The most successful brands are embedded with their intended audience at all three levels, which intersect around the differentiating brand idea – the Living Brand.

A Living Brand has a point of view. It stands for something: product quality, a set of values, status, a way of living well. A Living Brand isn’t static; it has the capacity to evolve around a defining idea. While it needn’t be aggressively polarizing and may be popular with a huge global audience, it is never for everyone. It makes choices and has integrity in expressing those choices.

Living Brand Strategy
A differentiating strategy drives a unique voice and visual vocabulary that communicate this point of view. In turn, this creative platform provides cohesiveness to the brand at all its touch points including product design, packaging, visual merchandising, marketing communication, and internal culture. A Living Brand strategy demands brand vitality on every level: Design, Connections, and Execution.