Sizing brands or raise means understanding that plans must operate.
dimensions can be assumed that at the same time and same place, different realities coexist.
traditional analog thinking tended to alienate what was not, and have them compete with each other dimensions. But in the digital environment can coexist different discourses of the brand at a time, in separate areas and that move with different dynamics and speed.
One brand may have a dimension as U-Brand interaction based on a one-on-one with very specific content and also may have a dimension-Brand We are able to speak, not with the user in the place and time of use, but for example with regulators or public opinion makers about this service, which could have a major impact on the design of ways of living and use of company assets beyond the reach of individual choice.
Even a brand can have a covert economic dimension as well ("Capital-Brand?).
This reflection on the concept of "brand dimensions" has its relation to the definition of "competence" that frame the approach to its content. From
dimensions (planes or spaces that define a specific demand for the brand) can raise the skills which are relevant ("bundle of skills and technologies Rather Than a single discrete skill ... Competencies Are built upon elements s, which include skills, knowledge, Characteristics, traits and abilities "Hamel and Prahalad - 1994)
In fact starting to understand that planes (space-based interaction with individuals as individuals or groups and linked to demands or needs) we can determine the skills, capabilities and superiority that give direction or support a brand proposition that can be summarized in a "Brand Platform".
© http://www.flickr.com/photos/acsinger/
Until recently the great obsession was to "reduce" the mark to an expression meaning a capsule.
That effort is still valuable, essential, fundamental to generate interest and explain ideas.
But it is also true that many sciences as evidenced by explaining the macro and micro, live in the complexity and overlapping of events and influences.
I have to simplify means understanding and that understanding also involves qualify, identify and explain. In that sense
drawing plans or dimensions of the brand that correspond to tasks or areas of expertise with a strong personality may seem at first sight "complicated" but also help to "explain" phenomena and circumstances.
As an example we could mention the experience of the brand of "me-user" can be conditioned by social views on average 2.0 or traditional media or corporate public discourse.
understand that the brand could operate at various levels to help you see the dynamics of the trade mark as a series of realities that are sometimes treated as separate parts.
This is less relevant in consumer brands that belong to "House Brands", but begins to be decisive when the brand product on the mark overlaps company or corporation (most family businesses use) or financial services brands in one place and circumstances have to be very transactional and opportunistic brands while brands that generate consistent social and cultural ties.
To manage this plurality, we must define, mark and prioritize it (not everything can be provided with the same intensity) but that does not mean that is not formally presented, defined and conceptualized so that decisions can be developed .
