From the course: Advanced Branding
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What is frame of reference?
From the course: Advanced Branding
What is frame of reference?
- An important concept in branding is frame of reference. Every brand has a frame of reference. And a frame of reference is ultimately how a consumer is going to imagine that your brand is positioned. So Tesla isn't just cars, it's incredibly innovative electric vehicles. And this also works in a different direction. Coca-Cola is a beverage company. If we saw a bunch of computers being manufactured by Coca-Cola, that would break our frame of reference. We'd think, "Mm, are they really reputable "in the space of technology? "I know them to be a beverage company." So your brand lives within a frame of reference. And why this is important is, so does your competition. So Tesla, positioned against all of the other logos in car manufacturing, is going to create, or want to create a differentiated space to change that consumer's frame of reference slightly. So it still wants to be a car, but it wants to live on the innovative side of the car frame of reference. Your brand has the…
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