Guest First Experiences
Exceeding Customer's Expectations
A Brand is Only as Good as its "Promise"
Strategies for Genuine Brands
Your Promise Becomes a Unique Brand Experience
Distinguish Consumer Perceptions to Develop Exclusivity
Earn Brand Trust ... Every Person, Every Time
Earn Brand Loyalty by Embracing Excellence
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Brand Strategy | Creating Successful Strategies For Genuine Brands

Imagine a world where organizations are dedicated to keeping their Promises to their customers…to all of their stakeholders. BrandStrategy™ was founded in 1992 on the premise that a brand is more than a word or logo. We created the BrandMindset® methodology, discipline and processes that, when applied correctly, produce Genuine Brands. Genuine Brands make distinctive Promises to their customers and are obsessed with exceeding customer’s expectations.

BrandStrategy, Inc. has advised thousands of brands in 22 countries worldwide including corporations, communities, societies, professional associations, agricultural producers and products, institutions, countries, world-class professionals, colleges and universities, celebrities and successful individuals who desire to optimize their perception, image and success. BrandStrategy clients use our proprietary BrandPromise® methodology to enhance hundreds of millions of their customers’ experiences every day in 50 countries worldwide.


We created the BrandScience™ methodology.

Branding is something you do to cows. It makes sense if you’re a rancher, since cows do tend to look alike. It’s also useful to lots of businessmen, and they brand things like detergents or shoes for almost the same reason as ranchers. Branding is what you do when there’s nothing original about your product.” – Roy Disney

The application for our proprietary BrandScience methodology creates successful strategies for Genuine Brands.

If you are interested in “branding,” we politely suggest that you get a cow.

The successful development of Genuine Brands follows a disciplined-proven approach to creating the right strategy. The absence of a strategy for your brand almost insures that a brand will be relegated to exist in the “sea of sameness.” A new slogan or tagline is not a strategy.


The word value is derived from valoir which means “worth.” Value is defined as “that property of a thing in virtue of which it is esteemed, desirable or useful.” Value has been interrelated to describe or define the emotional and functional aspects of a product, service or person; not just the price in monetary terms. Unfortunately, in newer dictionaries, and in many people’s minds, value has been denigrated to only refer to “the worth of a thing in money.” As value has become primarily associated with the “monetary” aspect of a product, service or person, this has presented a phenomenal opportunity for enlightened brands to distinguish themselves from competitors and create a “position of privilege.”

brand strategy

Brand Strategy

Perceived value in consumers’ minds is determined by their perception of the time invested in a purchase or interaction, how they feel about a transaction and the details of monetary cost.

The secret to brand strategy success is to be perceived as the best value; in other words, the optimum combination of time, feelings and cost.


How Consumers Perceive Value

Consumers develop their perception of value through a subjective feeling that is the result of comparing a brand’s product and service offerings with those of its competitors based on their own needs, preferences, buying behavior and characteristics. Thus, consumers’ perception of value constantly changes. Consequently, a brand’s ability to deliver value and delight consumers is deeply rooted in the Promise. Growth comes from serving consumers better (not bigger) and concentrating on the brand’s distinctive competence.

GenuineBrands make a Promise and they deliver on that Promise consistently, eagerly and at the consumers’ convenience. The power of the Promise is based on the consumers’ feelings about a product or service and what they say about a brand to their friends and family.



Duane Knapp is a Brand Scientist. He has been responsible for creating the “science” critical to developing Genuine Brands for over 30 years. His work is now referred to collectively as the BrandScience™ Methodologies which is the result of effectively and successfully employing the Scientific Method to postulate, hypothesize, predict, test and analyze the active elements for creating a Genuine Brand. Read More >

Leveraging the Science Behind the World’s Successful Brands

BrandStrategy offers proprietary brand expertise for building Genuine Brands.
Comprehensive Strategies for Genuine Brands
Brand Assessment Review & Reports
BrandPromise Development & Implementation
Brand Blueprint Guides
Brand Culturalization Training
BrandScience™ Clinics
Keynote Presentations
Transformation Retreats
Board of Directors’ Retreats
Expert Witness services for Intellectual Property Cases
Personal Brand Counsel for celebrities, Chief Executive Officers and public officials

Duane explaining BrandStrategy to the National Shoe Retailers Association


Author & BrandStrategy Thought Leader

Duane Knapp has published three recent books that define the principles of BrandScience.



Brand Expertise to Bring Your Brand to Life

BrandStrategy provides the convenience of the full range of expertise necessary to bring your BrandPromise to Life. We have worked in partnership with hundreds of experts including:

Andrew Entrikin | Digital Marketing & Web Development 

Andrew is the principal and founder at The Brand of Things, LLC, a digital agency with expertise in digital marketing strategies, market-oriented strategic planning, and website development. He is passionate about helping clients transform their strategies for digital marketing success! Read More

James Clark | Design

Design without brand objectives is just art. It is not built on a defined unique brand position or focused on achieving set goals. Whereas Brand Design is crafted from Brand Research and Brand Strategy that guides and benchmarks a true Brand Expression. For 34 years James Clark Design has been bringing to life brands with distinctive design and brand systems. Brands are experienced on many levels and in many ways. From that first impression where you start to form your opinions the Brand Expression must be aligned and supporting the Brand Strategy. Through these many years an expertise and proven processes have guided the creation of Brand Identities and Brands Expressions that convey a brands distinctive message, capture a target audience and build a consistent and strong brand. Read More

Don Morgan | Research

Defining the Promise of World Famous Brands

Brand Strategy Inc. has guided the development of the Promise for hundreds of brands. See our client list.

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