the brand substitution test. If, in some marketing activity—an ad campaign, a viral video, a new product introduction—the brand were replaced by a competitive brand, then that marketing activity should not work as well in the marketplace. A well-positioned brand should be distinctive in its meaning and execution.

Three key requirements for building strong brands: 01 Trust between brand and consumer 02 Common identity between brand and consumer 03 Point of difference between brands in a set

Brand sustainability comes down to two things:  relevance and differentiation.  Something either affects a brand's relevance; is it meaningful to my life today? And its differentiation; is it unique and can I identify that uniqueness? Everything falls into one of those two buckets as it relates to brand.  The goal is to be high on both. 

There are

There are three implications for brand strategy: Create collections (rather than product ranges). A collection gives identity to everyday products. In the crowded industrial goods landscape, an identity is the key product differentiator: packaging, naming, color palette, signature design details, and product shapes, like the chick-shaped hand