“What can my Brand let me do, or solve?”
We answer the question via a Brand Foundation that’s AI-readable, is rooted in a set of contributions only you can make, has three active pathways to market preference, and yields deeply meaningful dimensions that require lesser marketing investment. And critically important, it will make the ‘shiny objects’ at the end of the path endless and self-aligning.
And in so doing, there will be no disconnect between what you promise, how you promise it, what you’ll deliver, and what they’ll perceive and experience.
A Brand that fits the moment, adding value to or even transforming your Business.
(and no, AI can’t and won’t give all that.)
Quirino (Q) Malandrino spearheaded the development of this evolved Brand Foundation approach, made of meaningful Fundamentals. As you can see in the about Q nav tab, Masterbranded stems from and is a continuation and culmination of his over 40 years of experience - from Interbrand where he was in the top executive tier in North America and in Europe, to his experiences as Global Head of Strategy at Edelman Delta, the Corporate Branding arm of Edelman Global. His clients have included a third of the Fortune 100 as well as global and regional companies in virtually every industry.
The Brand Fundamentals, charted as A-B-C here, are at the core of the Brand Foundation and their depth, solidity, and meaningfulness …. (I’ll let our clients finish the sentence):
“gave our company the richness of meaning that will inform everything we do"
"go beyond pre-made templates and flashy copywriting or jargon”
"yes, outside in not only as perspective but also as the directional light of process development"
“be a tool of thinking and a source for nurturing originality”
"can be applied intelligently and flexibly to a company’s unique situations”
“allow a carefully crafted richness of a branded proposition to come alive in the marketplace in endless aligned and ever-reinforcing articulations”
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Let us explain the ABC:
A. you frame a business to determine how Brand can help. While Brand will always provide some universal advantages, it will solve problems here but not there, and be inconsequential in other areas.
B1. then you must build the Fundamentals, the parts we all call them different ways: purpose, vision, mission, essence, values, pillar, story, etc. I'm less enamored with labels and more with what they mean.
B2. and after you craft the Fundamentals, you have to create a structure for going to market with them: that’s Brand Architecture
C. finally, you need to personify the brand: just like a person, you need to set up how it acts, speaks, and looks.
- then, you and other agencies will make sure to infuse communications with all of the above, and embrace the power of Marketing to broadcast and operationalize it all.
That's what Masterbranded is dedicated to, Brand Foundations made of meaningful fundamentals that will power your business forward within a path from AI-recognized to Market-valued, a path with one root and three main enablers.
We see three Brand's fundamentals: A, B, and C in the chart below. Their depth, solidity, and meaningfulness …. (I’ll let our clients finish the sentence):
“gave our company the richness of meaning that will inform everything we do"
"go beyond pre-made templates and flashy copywriting or jargon”
"yes, outside in not only as perspective but also as the directional light of process development"
“be a tool of thinking and a source for nurturing originality”
"can be applied intelligently and flexibly to a company’s unique situations”
“allow a carefully crafted richness of a branded proposition to come alive in the marketplace in endless aligned and ever-reinforcing articulations”
