Methodology
The Eight
The Eight
Ingredients of
Branding™
A unique proprietary methodology that has guided us for over eighteen years in building strong and unique brands that live in the minds of consumers.
Applied to over 200 brand strategies across Europe.
"Without even one ingredient, the brand will be weak."
The Eight Ingredients of Branding™ constitute a checklist of what is needed for a brand to prosper. Without even one of the ingredients, the brand will be weak, destined for failure.
This methodology simplifies the brand-building process and creates a formula that, when implemented well, works wonders.
01–08
The ingredients
Each one is essential. Each one inseparable from the whole.
Relevant Emotional
Associations
Relevant emotional associations make the first ingredient that creates your brand story. For a brand to prosper, it must have the right weapons in the form of emotions — brands with relevant meaning will be remembered long after a discount or product feature is forgotten. Read more →
02Differentiation
It is disastrous for a brand to copy another brand — there is nothing as annoying as a copycat. Be different, but not just different: different in a relevant way. Strong brand stories make imitation nearly impossible. Read more →
03Psychographics
& Brand Positioning
For a brand to inspire people, two things need to match well: the wishes of the consumers — the psychographics — with the brand positioning. Age and income tell you where to find your audience; psychographics tell you why they will choose you. Read more →
04A Form of
Self-Expression
The brand becomes a form of self-expression for the consumer who buys it. The consumers are carriers of associations the brand is projecting. When we love them, we become the protagonists of their story. Read more →
05Targeted
Communication
Without emotions, products are lifeless entities lacking a soul — and the way to give a brand its life is through communication. What is your relevant emotion that you want to convey to people? Read more →
06Accessibility
Inaccessibility is the death of the FMCG brand, yet over-accessibility is pointless for a luxury brand. Every brand must find the right level of accessibility — calibrated precisely to its positioning and audience. Read more →
07Value
Without value or good quality, there is no brand. If your brand does not have quality, don't do the branding — branding cannot mask bad quality. Value is what makes a brand worth choosing and worth keeping. Read more →
08Relevant Share in the
Mind of the Consumer
What is a brand without a good story? It is not a brand at all. If your brand has all the other seven ingredients, it will have the last one too — the relevant share in the mind of the consumer. Read more →
How we apply it
The methodology
The methodology
in practice
The Eight Ingredients are not a linear checklist — they are an interconnected system. We apply them through an intensive brand discovery and strategy process that culminates in a complete brand blueprint.
See our work →01 — Discovery
Brand audit & diagnosis
We begin by assessing the brand against all eight ingredients — identifying gaps, strengths, and the emotional territory available in the market.
02 — Strategy
Brand positioning & architecture
Using the methodology as our compass, we define the brand's emotional associations, differentiation strategy, positioning, and voice — the invisible infrastructure of every great brand.
03 — Identity
Visual & verbal expression
Strategy becomes visible. The brand's name, visual identity, and communication are crafted to embody every ingredient — so that the brand is felt before it is understood.
04 — Implementation
Brand launch & rollout
The brand is introduced to the world with precision — ensuring consistency across every touchpoint, and relevance in every market it enters.
Applied
The methodology
All projects →
The methodology
at work
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