JRC&A's Branding Pages Step 1

Note: The HBCQ^TM or Heptadimensional Brand Character Questionnaire is a tool to investigate brand temperament and character which borrows from the psychiatric theory and particularly from Robert Cloninger et al (Archives Gen. Psychiatry Vol.44 6/87 and Vol.50 12/93)

Products may change, advertising can evolve, but brand character must remain steady for a long period of time to have a chance to be recognized. For this reason it is essential that the brand's character be rooted in the values and beliefs of the corporation and of its long term players.

The objective of this first step is to discover the perennial temperament and character traits that will provide continuity to the brand and to elaborate a Brand Character Statement that will embody what the brand stands for.

To achieve this, JRC&A will:

Review the corporate history;
Study the corporate Mission and the corporate Vision statements when they exist;
Interview outside sources who are familiar with the corporation to uncover any commonly held belief about what the corporation stands for.

At the same time, JRC&A will interview the corporation's top management, brand management and brand customers, and will analyze the historical advertising reel. One of the tools used is the HBCQ^TM which helps us to investigate the dimensions of the brand, what its current character is, where it exists, or what it could be if it still has to be created.
HBCQ^TM consists of a questionnaire which helps measure "Style/temperament" and "Character" along seven bipolar variables.
Results are analyzed with the use of a computer.

Writing a Brand Character Statement is more art than science, includes more shades of gray than black and white, owes more to the compromises of diplomacy than to the edicts of manicheans.

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