Published: 04 April 2019
ID: G00703724
Analyst(s): Marketing Research Team
Marketing leaders struggle to balance tailoring their brand value proposition to appeal to key target audiences with maintaining a cohesive brand identity. Review our guidance on how to effectively contextualize your brand for diverse audience segments without losing the brand essence.
Introduction
Develop a Compelling, Overarching and Scalable Brand Story
Combine Key Consumer Truths With Your Brand Truth to Generate Brand Story Ideas
Table 1: Sourcing Questionnaire
Assess Scalability Across Key Audience Groups to Select an Overarching Brand Story
Develop Effective Customer Stories for Key Audience Personas
Identify a Limited Number of Personas for Story Development
T. Rowe Price’s Brand Story Consolidation Strategy
ESPN’s New Brand Platform
Contextualize the Brand Story for Emotional Resonance With Key Audience Personas
Building Effective Customer Stories at HP Inc.
Conclusion
Recommended by the Authors
About This Research
Endnotes
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