Brand & comms strategy
The case for brand equity, from inside performance.
Brands starve the corner that compounds. I watched it happen from the performance side of media. The Brand Trilemma is how I map it. Move the point yourself.
Account Director, WeDiscover. Performance media at Brainlabs and Mindshare before that, across pet care, fashion retail, homewares and travel.
A balanced split. Rare, and usually a sign of a big budget or a very deliberate hand.
Drag the point, tap inside the triangle, or pick a preset. Arrow keys nudge it.
The model
Every brand splits a finite budget across three corners.
Equity
Equity is the top corner
What people think and feel about you before you spend a penny this quarter. The slowest corner to build, and the first one cut when the target gets tight.
Activation
Activation is the bottom right
Turning demand that already exists into a sale now. Measurable, fast, and where the budget drifts, because it is the only corner that shows up on Monday.
Identity
Identity is the bottom left corner
The distinctive way the brand looks, sounds and behaves. How equity gets stored.
Writing
Who
I am Gabriel Gruter. I come from the performance side of media, where I ran pitches and multi-market planning. Now I argue for the other half of the job: brand equity, the part performance budgets crowd out first.
More about me →