FIFTY-SEVEN Brand Haikus
The Educational Collection
WHAT ARE BRANDS BEST AT?
- Creating choice—you cannot be chosen unless you are a choice
- Simplifying complex purchasing decisions
- Signaling assurance and guaranteeing quality
- Commanding a price-premium
- Developing long-term customer loyalty
- Organizing markets for customers
- Communicating leadership
There is no other asset, whether tangible or intangible, that can deliver this much value.
Brands and their personalities
In the mind of the customer, a strong, favorable, and unique brand personality differentiates a brand from its competitors.
We form relationships with those individuals whose personalities we enjoy and respect. So it is with brands.
You must identify your three key brand personality traits.
CAPITAL CAMPAIGN BRANDS
Every large non-profit organization seeking to raise funds with a capital campaign must create a brand for that campaign.
The campaign brand should express the key benefits, associations, and personality traits of the organization's brand.
The campaign brand should add new, strong, favorable, and unique characteristics to the organization's brand.
fifty-seven brand haikus
Ovus & Ater is proud to introduce its book Fifty-Seven Brand Haikus. Each of the fifty-seven haikus is elegantly succinct—approximately sixty words. The haikus describe how to build and sustain a brand; how customers think, behave, and choose a brand. They convey the authority, competitive advantage, and value of owning a strong and favorable brand. The brand haikus are designed to be organized into Collections.
