In order to make someone believe in something ~ a brand has to possess three things: Purpose, Truth & Attraction
The Rex approach to branding begins with defining Purpose. By defining purpose, we are able to set in place the reasons why people should believe in the promise a brand is making.
Using proven business science methodologies and real engagement between people, we are able to mine insights from the world the brand lives in. This makes it possible to define the psychology that will shape a brand’s character and the way it will influence people.
This is who I am and this is what I am here to do…
The moment something is defined in words – it can be tested. We test the promise a brand is making through analysis, by asking the right questions and sometimes we test it empirically. From the test, Truth is established. Truth is non-negotiable for brands that want to succeed and be sustainable – because brands with credibility are compelling. Those without it are just noise-makers, and everyone knows it.
Is this true for us?
Is this something we believe in?
Is this a dream we can chase after everyday?
From our perspective this is the best foundation on which to build a brand, because purpose and truth set into motion a way of thinking that create futures.
Besides the inherent Attraction that brands with credibility have, they are also free to express themselves with a much greater degree of creativity. The objective, from the outset, is to create something that is as convincing as it is wonderful. The way to do this is by combining logic and passion into a completely new & unique value proposition (IQ+EQ = DIFFERENTIATED BRAND).
Translating this newly invented value into irresistibly attractive language, becomes key as the brand’s personality is crafted into verbal, visual, and cultural code in response to the buoyancy of its purpose.