4.0 Brands
1.0 Functional or rational benefits. These include attributes, advantages and benefits of your product or service, which allow clients and consumers to rationally justify their continuous purchases. Knowing and verbalizing these benefits is a fundamental part of product knowledge and understanding your key target segments.
2.0 Emotional benefits associated with, among others, personal values, attitudes, self-perception, or special occasions. Understanding the target customer emotionally generates opportunities for product consideration, brand personality development and approach language.
3.0 Memorable brand experiences, associated with touch points and brand -GI product presence. The experiences constitute proof of the benefits and are an opportunity to share and communicate strong product narratives that have all the necessary elements to be shared through word to mouth among buyers and consumers.
4.0 Sustainability integrated into differentiation narratives. Modern organizations integrate their sustainability initiatives and policies into their business, communications and marketing strategies. They recognize their challenges and the changing environment to which they are subject to and avoid assuring that all possible sustainability challenges are resolved. This makes them more interesting and credible.
