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Brand Architecture
Brand Architecture is how different products and services identify themselves relative to the organization. It provides strategic direction for customer interaction.
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Understanding Brand Proposition
A brand proposition is a promise that your business must keep. It is lot easier to build brand value by fulfilling the promises that your business makes.
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Case Study : Scuderia Ferrari

Few people know that Ferrari is own by Fiat group. Fiat is not a brand known for making sports cars yet Ferrari brand lives on. What makes Ferrari brand so successful?

If you have ever watched a formula one race, you'd have noticed thousands of spectators wearing Rossa corsa and waiving Ferrari flags. Most of these folks will never own or experience a Ferrari product, yet their emotional connection with the marquee is unparalleled.

How does Ferrari establish this common sense defying emotional connection? It is simple, we admire those who are good at things we enjoy most. Millions of motorsports and racing fans around the world admire Ferrari passion for speed, racing and design.

Ferrari's 60 years of very successful motorsports history, particularly through its racing exploits in Formula One, is main contributor to the legend. Ferrari brand is not only legendary, it has become synonymous with the success of Italian pride itself. In branding terms, the story-telling aspect is strong, and Ferrari has done an outstanding job using its success in motorsports to build an emotional connection with its audience.

Ferrari has also used its brand equity very well. Ferrari no longer relies on simply selling sports cars or winning races to generate revenue. Ferrari has created new revenue streams that purely exist due to Ferrari brand. For example, Ferrari's US$1.5 billion licensing and retail division has become the model for sports properties around the world. In fact, Ferrari acknowledges that about 50% of its profit comes from licensing its name, badge, and prancing Italian stallion logo. At Ferrari, they call it “solde trovati” – “found money”.

Ferrari's success cannot be measured in terms of revenues and sales, or in terms of market capitalization. Ferrari's success has to be measured only in terms of brand value.

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Your Brand is Everything

Brand Development

Whether you need in depth research and analysis work or just need to bounce off your ideas, we are here to help.

Brand Architecture

We can simplify your Brand architecture to help your business organize its brands to increase visibility and effectiveness.

Brand Proposition

Your Brand statement is often referred to as a Brand proposition. A Brand proposition is a promise that must be well stated and clearly understood. We can help you create a Brand proposition that is engaging, is easily understood, and builds an emotional connection.

Brand Engagement

Brand Engagement is one of the key aspects of Brand management. Brand engagement is defined as the process of forming an emotional attachment between a person and a brand. We can help you create that bond with your audience.