The Brand Core Model

Brands at the Core

The Brand Core Model reflects the central role of brands in creating value for a company and its customers. As shown, the brand is the core of a value creation process and the hub of a value network, feeding the innovation pipeline within a company, and between a company and its customers.

The Brand Core Model illustrates how innovation and value are co-creations of groups inside and outside the company, mediated by the brand. The brand cuts across traditional boundaries, speeding value innovation to market.

The Brand Core Model is far more effective in value creation than the peripheral communications model used for brands in traditional brand practice.

Importance of the Brand Team
In the Brand Core Model, the brand team rises to new prominence. The team is a collaborative springboard of business logic, brand vision and platform creativity, focused on customer growth. The role of the brand team is to guide and augment value innovation through the company, and then through the customer, insuring that resulting customer growth can return new forms of value back to the business.

There are many ways to implement the Brand Core Model. The diagram shown is a simplified, composite view. Markets are won and lost at the interfaces, and at the seams.