A brand model for the age of conversation / we are social

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A brand model for the age of conversation

by Robin Grant in News on 9 February 2010 at 16:37

Torsten Henning Hensel builds on John Grant’s concept of the brand molecule:

And if you liked that, here’s the sequel.

torsten henning hensel / nouvé

btw: more discussion here: http://www.zeusjones.com/blog/2010/brand-molecule/

torsten henning hensel / nouvé

hi faris. will go through your writings on the topic asap. didn't know them. also: i've learned that there is a john grant with a similar brand concept AFTER publishing our stuff. whether the author nor the topic are or were known and discussed here in good old germany... anyway, i've checked the term and concept via google but didn't find something under "molecular brand". under "brand molecule" of course you will get good results. in the end we will all have to accept that similar ideas are popping up all around the world with less and less delay thanks to the speed of evolution of the internet and the conversations the people have here. it's impossible to read all the stuff. and it gets obviously also harder to find all the ideas that didn't become mainstream thinking or at least hip in a closed circle of experts... cheers, torsten

faris

o wait yeah you noticed that already ;)

faris

isn't this john grant's model from the brand innovation manifesto? also see the brandemes thing in my brand myth paper and that. hooray for multiplicity! lovely deck design though. rock on

James Carr

I really like this way of thinking as brands in the modern day need to be more versatile and nimble to keep up and also need to get involved in the conversations around their brand and not just sit back and hope for the best

torsten henning hensel / nouvé

thanks to all of you! we will further improve the model and keep you updated...

John Heaney

I love the molecular metaphor with its simple visual representation of all the different ways that assorted individuals and groups will elect to connect to your brand and receive your message. Design genius.

olivierBlanchard

I particularly like slides 30-39. Visualizing some of the breadth of touch points and functions in that way is clever. Simple, sure, but clever and effective.