GlobeThink - Build & Grow Brands

Today's media terrain provides uneven footing. There's more opportunity than ever for your
brand to experience a slip-and-fall in full view. Or climb to a higher and better place.
Which will it be? Augment your brand management perspective with a metabrand® view.

Have social media reinvented brand management, or simply added a large new exponent to the possibilities?

As you situate your brand in a bigger picture, don't throw out the basics, or lose sight of your brand's fundamental strengths.

Milo Paich is the developer of the metabrand® framework for strategic brand management, which includes:

Aspirations.
What do our customers aspire to be? What role does our brand play in those aspirations? Considering the range of answers to those questions, what does our brand aspire to be?

Boundaries.
What boundaries will we set and maintain in order to define and demarcate our brand? What boundaries will we break, or avoid creating, in the brand's various relationships?

Controls.
Where must we maintain strong control of our brand's image and behavior? Where do we share control with customers? What are the "uncontrollables" and what do we do about them?

Within this framework, decisions about messaging and media can be made to build brand recognition, understanding and value.