This image is my attempt to summarise how brand-building works. Here's a 4-minute video of me explaining the model.

It is based on the thinking from today’s most highly regarded marketing gurus (e.g. see https://lnkd.in/egkVStR9). I believe it reflects the consensus within the industry. The question marks highlight where debates remain.

I’m keen to hear from anyone who believes the framework is flawed and views on the areas highlighted for debate.