Validity of brand constellations

Abstract

The machine metaphor and the organism metaphor are useful systems metaphors to identify branding problems. However, these metaphors are verbal, while most of the knowledge that brand decision makers have of their brand is implicit. The branding constellation technique is an innovative non-verbal systems metaphor that might bridge this branding problem identification gap. Explorative research revealed its face validity: brand decision makers generated many new, important, actionable ideas to tackle their branding problem; besides, they consider the technique to have enhanced their brand systems thinking; and finally, they regard their branding problem clarified. This was confirmed by observing marketing experts.