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| We are a group of brand specialists focussed
on helping our clients build stronger brands and secure
a competitive edge. |
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| Brand Alchemy |
| Alchemy is a metaphor for added value. In
its most common interpretation, it is the process of taking
something inexpensive and easily available and transmuting
it into gold. Unlike chemistry, Alchemy does not compose
or mix. It only increases and activates that which already
exists in a latent state. And that is the core idea of
Alchemist Brand Consulting. |
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| Our View on Branding |
| A brand is fundamentally a distinct identity,
the soul of which is an idea. The idea is conveyed through
its products, services and communication, in fact, in
the totality of people’s relationship and experience
with it. This is increasingly the key source of differentiation
that guides purchase as well as supportive attitudes and
behaviours. It is also the focal point around which an
organization defines how it will uniquely deliver value
its stakeholders. |
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| Since branding is about embodying an idea
and ideas per se belong to the subjective and judgemental
world of creativity, it does not obey scientific laws.
That is why its workings are difficult to decipher, and
even harder to predict. Therefore it takes not just knowledge
and analyses, but also experience, lateral thinking abilities,
and a good instinct to effectively manage the process. |
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