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What separates one product from another is brand recognition. Without brand recognition, a product is simply another product in the marketplace with little differentiation. A product is a commodity, whereas a brand is a unique and “ownable” asset. To build a brand, you need a strategic foundation. When the foundation is strong, great things can be built on it. If it is weak, it will never have the right support and it risks failure. At Prism, strategic brand initiatives go through our proprietary brandCODE™ and/or productCODE™ platform analysis. CODE™ (Conditions Of Daily Existence) is a unique process that gets to the heart of the brand and establishes what the brand should stand for in the minds of it users. When properties and strategic differentiators are established a unique brand essence will emerge, which ultimately gives the brand its marketplace positioning. Research
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