brandcentral’s brandmap©: the roadmap to consumers’ heart and mind

Branding is a journey. One with many starts, but a single destination, and where insightful planning is the guarantee of reaching harbor.

Branding adds passion to reason, and reason to passion.

To simulate this journey, Brand Central designed Brand Map©. A visual tool that outlines the complexity of the branding process and how the routes of Reason and Passion intersect and connect at many stations to create the defined universe of a brand.

Brands speak to the mind and heart, but in doing so, some might risk stressing on one more than the other. The purpose of branding is dual; make customers love the brand “in order to” buy its products and services. Serving the heart alone will create a lump-sided love relationship only, while speaking to the mind will induce an imminent by short-lived purchase behavior. The balancing act performed on a branding exercise lies in keeping the brand at equal distance between reason and passion.

Brand Central‘s Brand Map© was a collective effort, stretched over 6 months, to first try and understand the way every segment of branding interacts with people, at which level does this interaction occur, in the mind or in the heart, what are the milestones of every process, and last but not least how to put it all in a smart infographic that makes it make sense.

We strongly believe it is a breakthrough in rationalizing how a brand pragmatically functions and the way we managed to illustrate it. And for that, we went to the U.S. Patent office and trademarked it!

Now that it’s done, we’re proud to give you, ladies and gentlemen, Brand Map©

[Click on the infographic for a larger view]


3 Responses to “brandcentral’s brandmap©: the roadmap to consumers’ heart and mind”

  1. September 8, 2010 at 11:24

    And I didn’t even receive this one through twitter, but through my work mail! You get around! Amazing infographic!

  2. September 8, 2010 at 17:37

    Lovely… The map kind of defines a brand – version of the product life cycle.

  3. September 9, 2010 at 10:10

    This is pure GOLD! 🙂

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