WATCH
Building a mental picture of a brand
People have a mental picture of what a brand stands for, and it's this mental picture that influences their decision making. The clarity of these mental associations and how readily they come to mind is important for brands to nurture.
Colleen Ryan shares how fit, energy, clarity and promise can be dialled up to ensure a brand is the first that springs to mind when a customer thinks of a category.
Colleen Ryan
Partner at TRA
Colleen has a curious and strategic mindset fueled by 40 years of experience in business across Europe, North America and APAC countries. With a fascination and deep understanding of what it is to be human, specifically applying principles from cultural sociology, social psychology, behavioural science, and cultural analysis, she brings breakthrough insights to brand strategy, creative development and customer centricity.
