Brand Mantra’s

 Brand Mantra’s 

 The Elevator Speech 

• Portrays brand associations and responses for a target market. Shows how it is actually perceived. 

 Ask consumers “What comes to mind when you think about V8?” 

 Then brand associations are grouped into categories. 

Portrays brand associations and responses for a target market. Shows how it is actually perceived. 

 Ask consumers “What comes to mind when you think about V8?” 

 Then brand associations are grouped into categories. 

• An articulation of the “heart and soul” of the brand 
• Similar to “brand essence” or “core brand promise” 

Short three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and brand values

 Considerations 

◦ Communicate 

◦ Simplify 

◦ Inspire

 The brand functions describe the nature of the product or service or the type of 

experiences or benefits the brand provides. 

 The descriptive modifier further clarifies its nature. 

 The emotional modifier provides another qualifier—how exactly does the brand provide benefits, and in what way? 

Used internally to guide decisions- what the 

brand should and should not be associated 

with. 

 Brand Mantra Considerations 

◦ Communicate: define the business and boundaries; clarify what is unique about the brand 

◦ Simplify: Memorable, short, vivid, and crisp. 

◦ Inspire: Have higher level meaning from employees and consumers.