Brand essence – sense and nonsense
Steve Williams
We have all heard the mantra: if you cannot boil a brand down to a small number of words then you have failed to grasp its meaning. Ideally, we are told, this should consist of no more than two or...
Brand essence - sense and nonsense
Steve Williams, who runs Stratosphere, a planning and research consultancy, reckons that if you boil a brand down to a pithy few words encapsulating the brand essence, you run the risk of boiling out what made the brand distinctive in the first instance.
