Brand Roots — Amati and Associates

We always include Brand Roots as part of our brand positioning work in our advisory practice. Brand Roots are a critical component that can drag your sailing towards your target or facilitate a smooth ride.

Brands are the byproduct of our actions, execution, and vision. And what consumers’ of a brand today is a derivative of all the good and bad work until now. The brand roots are a polarizing element of our work on the brand, which can be either positive or negative but influences consumers’ and customers’ perceptions of the brand. In other words, the brand roots are an existing element, which brand strategy cannot ignore.

will always be the company Steve Jobs founded. was — first and foremost — the largest bookstore on earth for quite some time. On the other end, denominations of origin always play a role for brands in a specific category: Scotch Whisky, Tequila, Champagne and Prosecco Bubbles, Cognac, Parmiggiano Reggiano Cheese , San Daniele Ham, Iberico Ham, Manchego cheese they all have strict geographical stories, and precise production processes which belong to the product, but impact the brand’s domain too, by defining the roots.

From closed to open innovation, from internal to external R&D, from building inside to accelerating and incubating external business, Open Innovation has been a critical trend over the past two…