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Modern brands evolving from ideas Infrastructure for modern brands

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Modern brands evolving from ideas to networks
Rather than becoming less important or abstract, we believe brands are becoming more tangible and more real.
Modern brands are networks of assets and relationships that are “hard-coded” into place
DAVID OGILVY
The intangible sum of a
product’s attributes.
JOHN GRANT
The sum of the great
ideas used to build that
brand
ZEUS JONES
BRAND AS IDEAS
The sum of the assets
and networks that are
owned by the brand
BRAND AS ACTIONS BRAND AS NETWORKS
OWNED BY CONSUMER CO-CREATED OWNED BY COMPANY
Zeus Jones All rights reserved

Modern brands evolving from ideas to networks
Rather than becoming less important or abstract, we believe brands are becoming more tangible and more real.
Modern brands are networks of assets and relationships that are “hard-coded” into place
DAVID OGILVY
The intangible sum of a
product’s attributes.
JOHN GRANT
The sum of the great
ideas used to build that
brand
ZEUS JONES
BRAND AS IDEAS
The sum of the assets
and networks that are
owned by the brand
BRAND AS ACTIONS BRAND AS NETWORKS
OWNED BY CONSUMER CO-CREATED OWNED BY COMPANY
Zeus Jones All rights reserved

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