Being a Knowledge Brand is about being larger than the product you are marketing. It’s creating a leadership perception around your brand (even if you are not the de facto category leader) by being the go-to source of the best, most accessible and useful information about a category of products, or the challenges they attempt to solve, or the people for whom they create these solutions. It’s understanding – and caring about – your consumers as people vs. purely as customers.
Above all, Knowledge Brands know how to engage consumers via: • Interactivity - consumers help shape discussions
• Intuitive design and information architecture
• Networked environments
• Usable, quality information
• Immediate responsiveness