Especially in days where technology products become more and more of a commodity, branding plays a very important role in tempting the consumer to buy your product.
Buyers of products all rely on values of the product they are promised in the communication. All communication, whether it is corporate communications, advertising or even packaging will contribute to one set of associations with the brand. It does not mean success will only come with A-brands, value for money is an outstanding value to have these days.
Building and maintaining a brand is the key to having a successful brand. The best way to do that is to keep consistency in all activities so the prospects will all recognize your campaign or product easier. It does not imply you cannot change anything It simply means that with all activities you stay close to the core values of the Brand/Company. If you choose to start with a completely new product that is not very close to your values, you might consider building a new brand for that specific product.
At the heart of every company is its story
Every company has its own story about 'What you do', 'Why you're different', 'Why people should care'. CAPTA can help you start recognizing and defining your core values within a specific European market to assist you in communicating with your target audience.