Posted by Michael Gaizutis , Principal of RNO1

Brandstraction: the process of considering something (a brand) independently of its associations, attributes, or concrete accompaniments…

Too many users, customers, advocates, followers (your tribe) see it (your brand) as nothing more than a Brandstraction*: their own personal interpretation of what your brand is, and how it affects them on an ongoing basis.

How will you shift and shape “it” to have clear associations, at each and every touchpoint: associations that can be extended, equally, to each and every tribe member?

RNO1 is a brand and digital agency — deep-rooted on the west coast, with a global edge.