Power of brands

“With great power, comes great responsibility”

When we think about building a brand, we can use the Brand Resonance Model. This model is a pyramid that consists of 6 areas: brand salience (awareness), performance, imagery, judgments, feelings, and on the top of the pyramid lies Brand Resonance. Brand resonance is the ultimate relationship level customers can have with a brand because they feel a deep connection to it. This is what all (or at least most) brands should aspire to because it generates loyalty and a high level of engagement. But in the words of Peter Parker’s uncle “With great power, comes great responsibility”. Just like...