Brand Molecule and the Web Molecule
The Brand Molecule
A brand molecule, according to Hill and Lederer, is the process of identifying all associations connected to your brand. In addition to understanding the type of connections, you need to evaluate the importance of each association and how much weight it carries independently.By unfolding a brand molecule, the organization is able to view all possible connections, either positive or negative, in its current state. By virtue of this analysis, you can achieve greater clarity and insight into your positioning or re-branding process.
[1]There are many different approaches and methodologies used in the development of a brand. Success though comes through having a good plan that is organic and well managed. One example of the process of developing a brand molecule can be seen with The ORCA Partnerships approach to strategic marketing and marketing communications. Through their 4 step process they Discover, Distil and Deliver money making solution. Key aspects of this process include the development of a value proposition which embodies the foundation of the brand molecule. For more information on the ORCA process click here.[2]
The Web Molecule
The same can be said of the web molecule. It’s important to organize web development based not only on current technologies but also on expandability. The web molecule shows how web development is built in a systematic and scalable manner allowing for future expansions. This approach allows for solutions that are cost effective and allow for growth.In keeping with the OCCAM Online philosophy we have developed a Web Molecule diagram showing the various aspects and relationships within a web development project. This diagram is a visual exploration of what is accomplished through the initial discovery and planning stages leading ultimately to a completed scope document as well as providing a path to the creation of a successful website.
