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Branding Fundamentals: Core Concepts Every Marketer Should Know

Branding is a broad and complex subject, distinct from both PR and marketing. The most common challenge lies in defining the exact boundaries of branding in relation to these adjacent disciplines. Having observed that many marketers in my network struggle to distinguish branding from marketing, I decided to write this article. My aim is to focus on the key aspects of branding and help you develop a clear, structured mind map for better understanding.

Are You a Hero or an Outlaw? Simple Guide to Master the Brand Archetypes

Can brands be associated with gender identities? Absolutely. Some brands naturally align with gender identities like Marlboro exudes a masculine identity, while Chanel embodies femininity. But it doesn’t stop there. Brands can also take on distinct personalities: Nike champions heroism, Harley Davidson channels a rebellious outlaw spirit, and Disney enchants with a magical persona.

The Psychology Behind Consumer Choices

The human brain is an incredibly complex mechanism, and truly understanding it is no easy task. Yet, it remains the favorite organ of marketers. Even getting a glimpse of how consumers think and act can open the door to creating remarkable campaigns and strategies. What makes the brain so fascinating and so challenging is its unpredictability. You can never fully anticipate what might trigger a customer’s reptilian brain, the part responsible for instinctive, emotional reactions.