Jeff Drake's Branding Philosophy

Brands succeed when they are relevant. And relevance resides only within the context of a person's own emotional and rational needs.

Some clients face a major business event, such as a merger, or acquisition. Others plan to introduce a new product, enter a new channel, change their business model or expand into new markets. Some simply want to generate excitement among internal and external audiences. Still others seek to define and measure brand value, refine their unique, relevant point of difference... and find new expressions for it.

Finding Relevance and Insight.

Your brand should always be about stimulating consumers to identify personally with its rational and emotional rewards. Although much is assumptive, every effort to explore, gather, and validate insights is key. I guide In:

1. Discovery of rational and emotional consumer insights and perspectives.

2. Distinguishing rational and distinct brand attributes and benefit-based claims.

3. Determining and asserting a brand voice and point-of-view.

Brand Harmony