Fresh Look to Branding

Ali Anani

Businesses have many layers

Essence

Personality

Image

Layers of brands

See next slide

http://business-fundas.com/2011/brand-personality-dimensions/

The complexity of layers

Upper Management

Middle Management

Workers

Managerial Layers

A brand story has three layers

Brand Core

Brand Shell

Brand under shell

Act 3Act

2 Act 1

A brand has 3 layers like an egg

Thin white Thick

white

Yolk

Cuticle

Cortex

Medulla

Cross-section of hair has 3 layers

The 3 layers

phenomena is abundant

The triad of feelings,

thinking and action lead to unpredictable

trajectory

People like transparency and to see beyond the outside layer

The outside layer deals directly with the environment and may reduce visibility to inside layers

Avoid making too many predictionsBeware of the chaotic pendulum of the three layers

Middle layer

Inside layer

Outside layer

Learn and iterate your storyBrand stories are no exception