Personal blog of Alicia Fowler, aka @aliciaef, senior strategist at FutureBrand. Topics covered include brands, branding, technology, and space, and more!

FutureLearn - Brand idea

Last week in my FutureLearn class we explored Wolff Olin's framework for getting to a brand idea. It's a simple construct, much like all the other brand frameworks that exist, but I like the simplicity. To get to the brand idea, think of two things:

1. What's wrong the world? (What are you trying to change? What's lacking in the marketplace?)

2. What makes you special? (What commercial advantages do you have? What beliefs set you apart?)

I took a look at NPR to figure out how the brand could continue to grow, and perhaps even expand its footprint.