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The 3rd ingredient: Psychographics and brand positioning

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For a brand to inspire people – two things need to match well. Those are the wishes of the consumers – the psychographics with the brand positioning. The right match between the two results in the changed perception in the mind of the consumer.

The 6th ingredient: Accessibility

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Brands need to work on being accessible where they are needed yet not expected. Do we need to say that inaccessibility is the death of the FMCG brand, yet over accessibility is pointless for a luxurious brand?

The 7th ingredient: Value

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Without value or good quality there’s no brand. If your brand does not have quality, don’t do the branding because branding cannot mask bad quality.