Difference between revisions of "Brand"
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The [[Brand]] is an element of the [[communication]] that needs to be established or in place for an [[eDream]] to be viable. | The [[Brand]] is an element of the [[communication]] that needs to be established or in place for an [[eDream]] to be viable. | ||
| − | + | ==Implied Promise== | |
The implied promise of the brand is what the [[Beneficiary|beneficiaries]] and other [[people]] can expect from the [[aspirer]](s), the [[mission]] and the [[solution]]. | The implied promise of the brand is what the [[Beneficiary|beneficiaries]] and other [[people]] can expect from the [[aspirer]](s), the [[mission]] and the [[solution]]. | ||
| − | + | ==Trust== | |
This is reason why the [[beneficiary]] can be comfortable that [[people]] associated with the brand implied promise are sincere and will do everything they can to deliver the implied promise. This is established by demonstrating past history of being trust worthy. | This is reason why the [[beneficiary]] can be comfortable that [[people]] associated with the brand implied promise are sincere and will do everything they can to deliver the implied promise. This is established by demonstrating past history of being trust worthy. | ||
| − | + | ==Competence== | |
This is reason why the [[beneficiary]] can believe the [[people]] associated with the brand promise have the abilities and capabilities to deliver the implied promise. This is established by demonstrating credentials. | This is reason why the [[beneficiary]] can believe the [[people]] associated with the brand promise have the abilities and capabilities to deliver the implied promise. This is established by demonstrating credentials. | ||
| − | + | ==Competitive Positioning== | |
What competes with the [[Beneficiary|beneficiaries]] adopting the [[eDream]]? How is the [[eDream]] positioned versus the alternative competing solutions? | What competes with the [[Beneficiary|beneficiaries]] adopting the [[eDream]]? How is the [[eDream]] positioned versus the alternative competing solutions? | ||
Latest revision as of 17:37, 27 July 2014
The Brand is an element of the communication that needs to be established or in place for an eDream to be viable.
Implied Promise
The implied promise of the brand is what the beneficiaries and other people can expect from the aspirer(s), the mission and the solution.
Trust
This is reason why the beneficiary can be comfortable that people associated with the brand implied promise are sincere and will do everything they can to deliver the implied promise. This is established by demonstrating past history of being trust worthy.
Competence
This is reason why the beneficiary can believe the people associated with the brand promise have the abilities and capabilities to deliver the implied promise. This is established by demonstrating credentials.
Competitive Positioning
What competes with the beneficiaries adopting the eDream? How is the eDream positioned versus the alternative competing solutions?
