Brand mantra Short, three-to five-word phrase that captures the irrefutable essence or spirit of the brand positioning. Provides guidance about:
What
products to introduce under the brand.
ad campaigns to run. Where and how the brand should be sold. What
Copyright 2013 Pearson Education
Copyright 2013 Pearson Education
Designing a brand mantra
A good brand mantra should provide:
Brand
functions: Nature of the product or service or
the type of experiences or benefits the brand provides. Descriptive modifier: Combined with brand functions, helps delineate the brand boundaries. Emotional modifier: Determines how a brand provides benefits and in what ways.
Copyright 2013 Pearson Education
3/03/16
Designing a brand mantra_E.G.
Designing a brand mantra_E.G.
Copyright 2013 Pearson Education
Implementing brand mantra
Should be developed at the same time as the brand positioning. Requires more internal examination and involves input from a wider range of company employees. Based on core brand associations, a brainstorming session can attempt to identify PODs, POPs, and different brand mantra candidates.
Copyright 2013 Pearson Education
Copyright 2013 Pearson Education
To Sum up...
A good brand mantra should:
Communicate
the category of the business to set the
brand boundaries and clarify what is unique about the brand Be simple, crisp, and vivid Stake out ground that is personally meaningful and relevant to as many employees as possible