BRANDING } in five and a half steps

 

In our session, we were introduced to ‘muscle reading’ which is a system that involves nine stages in three phases. The phases are:

• Prying out questions.
• Rooting up answers.
• Reviewing and Reviewing.

After we had this knowledge we had to try out this technique by reading a section of the book Branding in five and a half steps by Michael Johnson with our group.

There was a pyramid diagram in the book by Abraham Maslow called ‘hierarchy of needs’. The core point of this diagram was to show the difference in how you can you build a brand around people’s needs. It claimed that brands that are focused on basic human needs of existing could be successful but if you try to go higher up on the pyramid the more likely you are to strike an emotional connection with people.

The author of the book also believed that having a central idea, a core purpose of a brand is critical. If you can clearly define why you are here, then that makes it a lot easier for your audience to understand what you stand for, therefore your brand will be more successful. He also talks about how much difference it makes if a brand chooses their brand values and beliefs carefully. He said it could be critical in identifying any organisation. But unfortunately nowadays many companies appear to have the same ones and it became a little bit uniform.