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@colin a brand and identity speak to both rational and emotional benefits addressing customer pain points implied and stated along with what will sway purchase intent to buy a product or use a service.
These are always upstream from product marketing benefits, which are more feature level differentiation, versus company level mission, vision, values, promise, pillars. In my experience, that articulated process get to benefits (emotional and rational) which intern are unlocks the feature level benefits (product marketing).
If you thought of a company like a body, the physique as the identity, the brain as the product and the brand as the soul, that’s the best metaphysical interpretation.
If you think about presentation, plating and composition of a meal (being a foodie), to me great brands with staying power, are crafted by chefs to create a universally memorable and differentiated experience across all senses.
I did a Branding In Public talk for @eunika.eth and OV team ICYMI 🫡 0 reply
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