Brand Connectors

VOL. 0062 – FLORIDA, THURSDAY, OCTOBER 02, 2025

Juan F. Arjona Harry

President & CEO Strategee   

When formulating marketing for massive demand markets, always the marketer tries to design branding strategies that give sustainability to the brand, as it is the brand which must defend itself on a single market composed of millions and millions of potential consumers.

In this attempt to ascertain and manage a global category trade dress, generating the necessary appeal to generate sustainable purchasing decisions, sometimes the idea of ​​having a so-called "BrandConnectors" is appropriate in the purpose on them doing active work to maintain the brand, based on their communication power.

The Brand connectors are usually of different types, below are some of them:

1. Super heroes from real or science fiction.

2. Super heroes of science fiction designed for the brand.

3. Graphics based on previous patterns of great power communication.

4. Graphics designed exclusively for the brand.

5. Graphics designed based on features of the brand, based on consequences of the use of the brand or space-based vector representations of the convenience of using the brand.

6. Caricatures of animals.

7. Fruit caricatures.

8. Caricatures of characters from the mineral kingdom.

9. Caricatures based on the features of the brand.

10. Graphics based on cause defending the brand.

Using Brand Connectors generally have advantages and some disadvantages, among the latter are:

1.    These should be updated, because over the years the interpretation and perception of shapes changes.

2.    These should be re-conceptualized, because by the time it is possible that some of the conceptual foundations that gave rise evolve and deviate a little perspective.

3.   They should have their own marketing plan, to provide them with actual real and individual life.

4.    It is possible that these generally circumscribe the territory of action of the brand, sometimes limiting the potential of innovation

5.    Sometimes, when the management has been inadequate, could become an Equity Robber.

These considerations should be taken into account before jumping into the design of a brand trade dress, whose future life may even become dependent on connector designed.