Where a brand is read.
The six layers
Aligning them under the same criteria and the same system.
A decision in any of them that ignores the rest alters the other five.
WhoIdentityIt guides decisions and must be recognisable in them. The distance between the declared identity and the real one is the first indicator.
WhatProductThe physical manifestation of identity: collection, materials, construction and quality.
How muchPriceThe first piece of information the customer processes. The relationship between value, cost, margin and positioning.
For whomPositioningThe place the brand seeks to occupy and the customer its offer answers to.
WhereChannelThe sales environment and its relationship with product, price and experience. It is not a logistics decision.
WhyNarrativeThe brand’s expression, built from what the rest of the system sustains.
We do not optimise departments in isolation. Before touching product, we understand what is producing the incoherence.