Brandscenarios
Brandscenarios are a structured approach to brand management that uses narrated contexts to explore how a brand is perceived and experienced by consumers. By placing the brand in varied, plausible situations, practitioners assess alignment between brand promises, signals, and consumer interpretation across channels.
The method involves creating short scenarios that reflect real-life touchpoints, such as an online ad, a product
Applications cover advertising concept development, brand voice calibration, crisis communications planning, and product or service innovations.
Example: imagine a consumer encountering a sustainability claim in a crowded market. The scenario tracks whether
Benefits include improved coherence of brand signals, faster alignment among marketing, product, and customer-experience teams, and