The 'Dynamic Brand Essence' model - repositioning brands for growth
Ruth Saunders and Chris Barnham
BRAND ESSENCE: WHY HAVE WE GOT IT WRONG?
'Brand essence’ is commonly used to help marketers distil what a brand stands for. Typically it is seen as a ‘single thing’ that is fixed at the heart of the brand over time, irrespective of changing market conditions.
Consequently, marketers spend considerable time trying to distil a brand's essence down to a particular ‘word’ or ‘set of words’ – only for it to become so bland or generic that it's no longer differentiating or is...