Have you wondered why top brands like Coca-Cola, Google, Nike and Apple are so successful? How do they leapfrog their competition despite operating in hyper-competitive markets?
The answer lies in the power of their brand essence. This is defined by Brand Focus as follows:
“Brand essence is the single most compelling thing we can say about the brand that differentiates it from competitor brands as perceived by the consumer. The most powerful brand essences are rooted in a fundamental consumer need.”