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Building the Brand Funnel™ – the P01C Way

It all starts and ends with the Brand Capsule. The true essence of a brand, distilled down to three or four words, with the help of our brand marketing consultant.

Published OnNovember 18, 2024Updated OnAugust 1, 2025
Author: Mr. Omar Abedin , Co-Author: Hamna Asghar

1. It all starts and ends with the Brand Capsule. The true essence of a brand, distilled down to three or four words, with the help of our brand marketing consultant. Every true brand has a capsule, and we know many of them without even realizing that in fact, the words themselves represent the truth behind the brands. For example… ‘Nike’ owns “Just Do It!”.  Or you may even make a gesture with your hand that resembles a tick mark, or swoosh…  and that would be enough for someone to understand everything you need him or her to get about the brand. What about Coke? “Happiness”.  Mont Blanc? “I’m a success!” It works the other way around, too. “The Safe Car” will always be Volvo. Remember, this does not mean that BMW, Mercedes, Lexus or other car manufacturers are not safe – it’s just that their brands stand for other things in the consumers’ minds… So, what is your capsule? 

2. Arguably the most important element of a perception plan – its heart – is the Brand Positioning. This is how brands build their uniqueness and make clear how they stand out from their competition. The Brand Positioning, a critical focus of our brand strategy consultants, answers four major questions:

Tags: Strategy Consulting