anthrop™
Brand Definition and Strategy Development
anthrop™ is our most-validated brand definition model, helping build strong brands that stand the test of time
anthrop™ is chlorophyll’s copyrighted model that focuses on brand definition by relating it to human opportunities, not just product or category opportunities. This innovative approach is used to define brands, ensuring they are built on a strong foundation and powered by brand-led thinking. With anthrop™, brands can go beyond mere product definition, fostering brand image building and helping build brand awareness. As one of the leading brand building firms and brand building companies in India, chlorophyll utilizes anthrop™ to create strong, enduring brands.
When we started chlorophyll in 1999, the big schools of branding were from the US and from Europe. Our scrutiny led to the following issues with their models:
- 1. They did not provide enough guidance on creating new brands (as opposed to extending old ones)
- 2. They did not provide enough guidance on service and corporate brands (as opposed to product brands)
- 3. They did not take into account the emerging realities of the role of brands (even more relevant in the digital era!)
Therefore, we created anthrop™, a model for product (one key stakeholder: consumer) and service (two key stakeholders: customer and customer-facing executives) brands. anthrop™ answers the following questions:
- Social Context: What is the customer mindset that the brand will address?
- Brand Core: what is the unchanging idea (beyond the category) that will drive the business?
- Brand Territory: What can make the brand distinctive in its current category?
- Brand Behaviour pillars and linkages across variants: how will the brand come to life for its stakeholders?
Other IPs
The anthrop™ model
get in touch with us
"*" indicates required fields