Is your brand communication strategy back asswards?

By Dan Nedelko

August 28, 2013

Business, Marketing, Strategy

When we think about brand and communications messaging often the tactical “feature” message wins out over the motivation a consumer might have when making a decision about where to align their loyalties. In reality, the most effective brands in the world start from the motivation and move into the tactical “features” the deeper you dig. Some brands that do it right? Apple & Tesla. Food for thought.

Communications and brand marketing communication direction.

__CONFIG_colors_palette__{"active_palette":0,"config":{"colors":{"62516":{"name":"Main Accent","parent":-1}},"gradients":[]},"palettes":[{"name":"Default Palette","value":{"colors":{"62516":{"val":"rgb(19, 114, 211)","hsl":{"h":210,"s":0.83,"l":0.45}}},"gradients":[]},"original":{"colors":{"62516":{"val":"rgb(19, 114, 211)","hsl":{"h":210,"s":0.83,"l":0.45}}},"gradients":[]}}]}__CONFIG_colors_palette__
__CONFIG_colors_palette__{"active_palette":0,"config":{"colors":{"49806":{"name":"Main Accent","parent":-1},"3a0f6":{"name":"Accent Light","parent":"49806","lock":{"saturation":1,"lightness":1}}},"gradients":[]},"palettes":[{"name":"Default","value":{"colors":{"49806":{"val":"var(--tcb-skin-color-0)"},"3a0f6":{"val":"rgb(238, 242, 247)","hsl_parent_dependency":{"h":209,"l":0.95,"s":0.36}}},"gradients":[]},"original":{"colors":{"49806":{"val":"rgb(19, 114, 211)","hsl":{"h":210,"s":0.83,"l":0.45,"a":1}},"3a0f6":{"val":"rgb(240, 244, 248)","hsl_parent_dependency":{"h":209,"s":0.36,"l":0.95,"a":1}}},"gradients":[]}}]}__CONFIG_colors_palette__
Previous
__CONFIG_colors_palette__{"active_palette":0,"config":{"colors":{"49806":{"name":"Main Accent","parent":-1},"3a0f6":{"name":"Accent Light","parent":"49806","lock":{"saturation":1,"lightness":1}}},"gradients":[]},"palettes":[{"name":"Default","value":{"colors":{"49806":{"val":"var(--tcb-skin-color-0)"},"3a0f6":{"val":"rgb(238, 242, 247)","hsl_parent_dependency":{"h":209,"l":0.95,"s":0.36}}},"gradients":[]},"original":{"colors":{"49806":{"val":"rgb(19, 114, 211)","hsl":{"h":210,"s":0.83,"l":0.45,"a":1}},"3a0f6":{"val":"rgb(240, 244, 248)","hsl_parent_dependency":{"h":209,"s":0.36,"l":0.95,"a":1}}},"gradients":[]}}]}__CONFIG_colors_palette__
Next

Dan Nedelko

About Dan Nedelko

A human being spinning around on this big blue marble with the rest of you, interested in Digital Marketing // Music // Art // Family // Business // Founder of http://hny.pt

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Want a FREE Membership to Marketer Knows?

__CONFIG_colors_palette__{"active_palette":0,"config":{"colors":{"3e1f8":{"name":"Main Accent","parent":-1}},"gradients":[]},"palettes":[{"name":"Default Palette","value":{"colors":{"3e1f8":{"val":"var(--tcb-color-0)","hsl":{"h":32,"s":0.98,"l":0.01}}},"gradients":[]},"original":{"colors":{"3e1f8":{"val":"rgb(19, 114, 211)","hsl":{"h":210,"s":0.83,"l":0.45}}},"gradients":[]}}]}__CONFIG_colors_palette__
Claim your FREE Invitation
>