Brands must transact in ideas, in reality and in commerce.
Its stakeholders must share the same ideas, guided by the brand. If nothing is shared on the ideal level,
your brand will just be a name on a product or company.
But without the reality transaction, your brand will float somewhere in the mental space and become a philospohy.
Although philosophy is interesting as such, it won't make your business.
Therefore a commercial exchange is also necessary. .
The Brand Elicitator Model is circular and triangular at the same time and helps you to sharply define your brand,
it's essence, benefits, difference and values.
At the end you get a practical brand definition that will guide your brand into business.
