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Strategic Branding Practice

A Brand is more than just a product name: a brand is a covenant with the consumer. It must convey a series of expectations, a certain predictability which we call "Brand Character." JRC&A's approach to branding revolves around that notion of "Brand Character" first outlined in 1985 by Jacques Chevron in an Advertising Age article titled: "Give your brand in marriage."

THE DELPHITM PROCESS

We have given our approach to branding strategy the name of "Delphi Process" in reference to the famous inscription in Delphi's Apollo temple: "Know Thyself." This is because, contrarily to the classic marketing approach which focuses on consumer wants and needs to determine its actions, our process in focused inwards on the brand's long term management. We are convinced that the consistency which is required to develop a brand stems from a thorough understanding of the values of those who give the brand its voice and command its behavior.

The next few pages will explain how we help our clients build branding strategies. You may also want to read some of Jacques Chevron's articles on branding, particularly the article titled "The DelphiTM Process: Strategic Branding Methodology."

Our branding approach is based on a 4 step process:

THE MAIEUTIC LESSON ABOUT BRAND CHARACTER has been deleted
The term "maieutic" refers to the Socratic approach to teaching: Rather than providing the answer, the teacher guides the student to the answer with a series of questions... (You may think of it as ancient Greece's version of Jeopardy.)
The "lesson" used several copyrighted logos and advertising campaigns. We assume that the copyright owners would have found this use of their property somewhat objectionable on an Internet web site.

Private presentations can be arranged. Contact Jacques if you are interested.

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