what do we mean

when we say brand?

the shrink cooperative

to unlock deep brand
truths, we must distinguish
brand from product.

the shrink cooperative

brand is not product and
product is not brand.

every marketplace
proposition has two
components, each with their
own responsibilities.
the shrink cooperative
the brand proposition is the
embodied experience and
associated imagery
consumers create around a
product.

the shrink cooperative

the brand is the beacon
of expectations and the
steward of the consumer
relationship.
the shrink cooperative
the product proposition
is the story we tell to
justify the fulfillment of
our needs, wants and
desires.

the shrink cooperative

it is the responsibility of the
product to deliver on the
promise of the brand and the
potential of the consumer
brand relationship.
the shrink cooperative
a clear understanding of the
richness of the brand
proposition unlocks
opportunities and reveals
hidden value.
the shrink cooperative
what does brand look like?

the shrink cooperative

because we imagine the
world around us in our own
image, brands possesses
charisma.

the shrink cooperative

through metaphor we see
that brands, like people, are
vital, dynamic, sensual and
complex.

the shrink cooperative

brand is comprised of four
fundamental aspects;

thinking
feeling
sensing
intuiting
the shrink cooperative
brand is the collective public
history of a good idea.

the thinking aspect is the

rational and objective
descriptions of the brand.
the shrink cooperative
brands are subjective and
resonate with the ability to
attract and repel.

the feeling aspect of brand is

the emotional and human
description of it’s presence.
the shrink cooperative
brands are distinct and
immersive sensory experiences.

the sensing aspect is the way a

brand comes alive for the five
senses.
the shrink cooperative
brand is a product of and a
participant in culture. it is subject
to gossip and conjecture.

the intuiting aspect of the brand

is where consumers keep
uncertainty, hunches and secrets.

the shrink cooperative

growth is driven by an
understanding of the value that is
latent in the relationships
consumers have with brand.
the shrink cooperative
when we imagine our
brand differently, what
opportunities emerge?

the shrink cooperative

the shrink cooperative
helping brands imagine
value differently
we are a loosely organized cooperative of
experienced researchers, planners and strategists
whose goal it is to help brands learn.

we deliver creative research and strateg y

ser vices that honor the responsibility brands
have to help make things better. 

the shrink cooperative

letstalk@shrinkcooperative.com

the shrink cooperative