A brand, like a living organism, has a unique genetic profile, its "DNA." This is made up of specific attributes, intricately balanced, which act instantaneously on the minds of customers. These attributes are organized into five different but related dimensions:

Brand Category (What exactly is it? What category does it fit into?)

Brand Character (What's it look and feel like?)

Brand Benefit (What's the Primary Overt Benefit to me?)

Brand Difference (What makes it stand out against competitors?)

Brand Credibility (What allows me to believe the claims made about the brand?)

Brands seem like complex organisms, partly because each one of these basic attributes can act in a different way on each customer or group in the brand's environment (the Brandscape.) But, like a biological organism, Brand DNA must exhibit a certain baseline simplicity in order to be intelligible to customers and to evolve by rapid transmission from host to host. In other words, there must be a compelling story to be told about the brand if people are gong to talk about it. BrandSequencing™ makes sure not only that the story is compelling, but that it's the right story in the first place.

Brand DNA attributes are inextricably linked and constantly replicate and mutate - in a way, a brand is always a moving target. But since Brand DNA attributes come exclusively from the minds of customers, you need to get accurate customer feedback in order to evolve your brand competitively. BrandSequencing helps you exert greater control over this seemingly random process of replication.