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what do we mean

when we say brand?

the shrink cooperative


to unlock deep brand
truths, we must distinguish
brand from product.

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brand is not product and
product is not brand.

every marketplace
proposition has two
components, each with their
own responsibilities.
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the brand proposition is the
embodied experience and
associated imagery
consumers create around a
product.

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the brand is the beacon
of expectations and the
steward of the consumer
relationship.
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the product proposition
is the story we tell to
justify the fulfillment of
our needs, wants and
desires.

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it is the responsibility of the
product to deliver on the
promise of the brand and the
potential of the consumer
brand relationship.
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a clear understanding of the
richness of the brand
proposition unlocks
opportunities and reveals
hidden value.
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what does brand look like?

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because we imagine the
world around us in our own
image, brands possesses
charisma.

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through metaphor we see
that brands, like people, are
vital, dynamic, sensual and
complex.

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brand is comprised of four
fundamental aspects;

thinking
feeling
sensing
intuiting
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brand is the collective public
history of a good idea.

the thinking aspect is the


rational and objective
descriptions of the brand.
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brands are subjective and
resonate with the ability to
attract and repel.

the feeling aspect of brand is


the emotional and human
description of it’s presence.
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brands are distinct and
immersive sensory experiences.

the sensing aspect is the way a


brand comes alive for the five
senses.
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brand is a product of and a
participant in culture. it is subject
to gossip and conjecture.

the intuiting aspect of the brand


is where consumers keep
uncertainty, hunches and secrets.

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growth is driven by an
understanding of the value that is
latent in the relationships
consumers have with brand.
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when we imagine our
brand differently, what
opportunities emerge?

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the shrink cooperative
helping brands imagine
value differently
we are a loosely organized cooperative of
experienced researchers, planners and strategists
whose goal it is to help brands learn.

we deliver creative research and strateg y


ser vices that honor the responsibility brands
have to help make things better. 

the shrink cooperative


letstalk@shrinkcooperative.com

the shrink cooperative