Brand Constellations: A Framework and Guide for Creating a Brand that Shines lays out a bold new map for branding, showing readers how brands are really complex networks of meanings, in what you identify as “constellations” in the minds of consumers. What was the idea, or spark, that first set off the need to write this book?

[Steven] This book is based on research published in the Advances in Consumer Research in 1999. We studied how people form a perception of brands based on the types of information they recalled from memory. We found that there are eight dimensions of a brand. These dimensions are all connected to each other. These connections form the overall perception of a brand. They form a network of associations like a collection of stars forms a constellation. That is why we refer to the collection of dimensions as a Brand Constellation.

What were some ideas that were important for you to share in this book?

[Steven] There are three ideas that were important to convey in the book:

Holistic Brand Strategy: The framework positions a brand as a constellation of interconnected elements, each contributing to a cohesive brand identity. Instead of considering product, price, placement, promotion, category, competitors, company, and customers as separate elements, this framework connects them as interacting “stars” influencing consumer perception and brand equity.

Consistent and Strategic Brand Management: The framework highlights the need for unified brand elements to tell a cohesive story everywhere. Brands are encouraged to strategically develop and maintain each key element—product, placement, price, promotion, category, competitors, company, and customers— to ensure a unified brand message.

Consumer-Centric Approach: At the core of the framework is the understanding that brands exist in the minds of consumers as networks of meaning. By strategically managing each star to align with consumer needs, expectations, and perceptions, the framework helps brands build stronger, more favorable, and enduring associations in the marketplace.

What is a common misconception you feel people have about branding?

[Steven] There are two common misconceptions about branding.

The first is that branding is about the logo or colors a brand selects. That is about how a brand expresses itself. But you must first know what the brand is in order to develop good design for it.

The second misconception is that branding is part of marketing. In fact, branding is a strategic process that defines what the marketing execution should do in the market. People often set off to create marketing actions without a clear understanding of the Brand Constellation they are trying to create.

What is one thing that you hope readers take away from Brand Constellations?

[Steven] I hope that people learn that a brand must be created intentionally. Wittingly or unwittingly, every organization has a brand. The goal is to define a brand completely on all eight dimensions of the Brand Constellations Framework. They to engage in marketing activities that bring the brand to the market in a meaningful way.

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