The Delphi Process: a strategic branding methodology

A brand exists through the values it reflects. These can be outlined in a brand character statement (BCS) to provide guidance to the brand’s speech. This article discusses the application of a tool from psychiatry for the development of a BCS. In addition, we present steps for implementing and evaluating a branding strategy consistent with the BCS principles. Concludes that the concept of a “brand” and that of a “product” are diametrically opposed and rewards will go to those who do successfully build a brand.