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Brands As The Core of Business

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Brands Create Customers blog is presenting an interesting business model which has brands and branding at its core.

The Brand Core Model illustrates how brands have moved from symbols and slogans at the periphery of business to a value-creating activity at the heart of the enterprise.

Within the brand-centric enterprise, the brand is the core of a value creation process and the hub of a value network, feeding the innovation pipeline within the company, and between the company and its customers. This new brand environment differs radically from that of traditional brands. The brands produced are action-based. They’ve moved beyond the symbols, gestures and identities of conventional brand campaigns. These new brands are digitally enabled platforms and programs of value innovation.

For most companies, this will be a dramatic new role for brands and the brand team. It marks the progress of brands from a communication layer on the periphery of business to a value innovation engine at the core.

In this process, brands are finally emerging as a strategic business practice in their own right. They’re no longer a subset of marketing, advertising, design, packaging or communications. Brand strategy can drive the business. Brand practice brings its own vision, platform logic, customer creation process, methodology, tools and resources

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