Brand architecture complements brand positioning because it captures the enduring qualities of the brand to give richer texture to communications. Specifically:
Transformational insights
The overt rational idea(s) and hidden emotional feeling(s) that influence customer decision-makers to make choices.
Insights about the target group help marketers to craft creative communications in the right tone, so as to inspire a positive mindset about Umicore.
Brand personality
The prevailing characteristics of Umicore, as expressed through creative communications and via the words and actions of our employees.
In other words, Umicore people and the brand itself behave in a responsible, ingenious, and personal manner.
Brand promise
The brand promise is the aspirational idea that Umicore strives to deliver to every customer via their brand experience with Umicore via ALL touchpoints.
This promise - Pride - is the soul of the Umicore brand.