The secret behind value
The secret behind value is very simple—and not really a secret at all. In fact, it’s something everyone intuitively understands: the more replaceable or interchangeable something is, the lower its value. This applies universally. From the moment something—or someone—becomes rationally or emotionally interchangeable, its value declines.
This is why our branding approach focuses on one thing and one thing only: reducing the interchangeability of your company or brand. And yes, your company is a brand. Lower interchangeability directly impacts customer relationships, shareholder value, and sales performance.
Brand Equity
Brand equity is nothing more or less than the value attributed to your brand or company based on its level of unexchangeability. The less interchangeable your brand is—rationally or emotionally—the higher its perceived value.
Brand equity is also referred to as an intangible asset. While intangible by nature, its impact is highly tangible, particularly in its effect on a company’s return on investment.
Growth is a process before it is a result—a biotic process. Biotic simply means “alive.” Biotic growth is governed by universal natural laws. Moreover, not everything labelled as growth truly is growth. Expansion and growth are fundamentally different—two distinct realities.
While natural, biotic growth builds strength, unchecked expansion ultimately generates weakness. Understanding the laws of growth allows us to master the process and operate as true growth cultivators.
For this reason, our proprietary methodology, Biotic Brand Cultivation, developed in 2004, adopts the biotic laws of growth for brand development. Brands exist solely through their relationships with stakeholders. When those relationships disappear, the brand loses its purpose. Any relationship that is not nourished will eventually die. And if something can die, it must first have been alive. Biotic simply means “alive.”
Therefore, a healthy brand relationship is alive—and thus, biotic.