A branding constellation is a systemic and visual representation of a branding issue.
Developing brands is one of the top priorities in marketing
BRANDING CONSTELLATION – 4 Steps
During the systemic dialogue, the client and facilitator are discussing the leading question, without revealing too much information about the brand. During this interview, the element wich will be part of the constellation are discussed.
The projection phase consists of two parts:
- Element projection: assign a representant to each element defined in the interview phase
- Systemic Projection: addressing the relationships between these elements by positioning them in the room
During the systemic intervention, the facilitator will conduct some interventions, by adding elements to make relationships visible and to bring insights concerning the leading questions.
After the intervention, a final constellation will be created, called the “Vision Constellation”. This is the final picture of the constellation.
Unravelling Branding Systems by Wim Jurg
Markenaufstellungen by Ulrich Cremer