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Activating Brand Relevance

It requires centering brands on a strategic purpose to create shared value and engaging brand experiences.

Summary

For over 100 years, brands have been built a certain way. But the modern world demands something new. Prophet has played a pivotal role in shaping brand strategy – it’s our heritage and our future. We set out to answer the question, “What does it take to build a relentlessly relevant brand?”

Here’s our answer. Relentlessly relevant brands engage, surprise and connect. They push themselves to earn and re-earn customers’ loyalty—and they continually redefine what’s possible.

Relevant brands:

  1. Center brands on a strategic purpose to create shared value
  2. Engage customers through living brand experiences
  3. Power from the inside through culture, capabilities and engagement

Learn about building a relentlessly relevant brand and see where your company ranks by analyzing our latest Prophet Brand Relevance Index™.

Approach

Building a relentlessly relevant brand starts with three essential commitments:

  1. Brands must find a strategic purpose that creates shared value. It’s the only way to inspire people – employees and customers alike.
  2. Companies need to engage customers through living brand experiences. Brands are no longer one-dimensional. They are living, purpose-driven systems that deliver humanized experiences, leveraging empathy and technology.
  3. Brands need to be powered from the inside out through culture, capabilities, and employee engagement. After all, at the center of building brand relevance are the heads, hearts and hands responsible for shaping and delivering it – employees.

Learn about building a relentlessly relevant brand and see where your company ranks by analyzing our latest Prophet Brand Relevance IndexTM.


Brand Equity – Brand Value_1_A

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