Relevance is not about everyone finding your brand ‘interesting’. It is about linking your brand to enough relevant buying situations, needs and expectations to come to mind when a choice arises.
Category Entry Points make concrete when, where, why and with whom people think about the category. They give brand building a broader agenda than one audience or one message.
A relevant campaign cannot rescue an irrelevant offer. Product, service, price architecture, portfolio and innovation therefore belong in the same strategic discussion.
Good communication does not endlessly repeat the same rational claim. It builds more routes to the brand, with consistent assets and creative variation that makes relevant situations memorable.
A recognisable brand linked to too few buying situations remains narrow. A relevant brand that cannot be found frustrates demand. An available brand without recognition becomes mainly a distribution product. BrandQs uses the three as one growth system.