Brand Essence & Resonance
Essence is the core meaning. Resonance is expressed in active, durable customer relationships.
Cheat sheet
Essence is the core meaning. Resonance is expressed in active, durable customer relationships.
What to check first
Measure behaviour such as repeat purchase, referrals and event participation alongside stated affinity.
How to make the call
Invest if customers continue participating after the launch incentive ends.
OpenStax · Integrated marketing communications · further reading for brand & communications
Indian practice case
Fictional scenario
A Pune cycling brand has high ad recall and low club participation.
Reveal the step-by-step solution
- Diagnose the problem.
Measure behaviour such as repeat purchase, referrals and event participation alongside stated affinity.
- Work through the evidence.
Test neighbourhood rides with a comparison group and track new-to-brand and repeat participation.
- Recommend and validate.
Invest if customers continue participating after the launch incentive ends.
More Indian cases
Interview question
How would you use brand essence & resonance to make the decision in this case? Explain which data you need first and what would change your recommendation.
See what a strong answer includes
Test neighbourhood rides with a comparison group and track new-to-brand and repeat participation. Invest if customers continue participating after the launch incentive ends.