The PPA Brand Model was designed for trackable brand differentiation and relevance. PPA stands for Promise, Pillars, and Attributes. Promise to the client, the purpose of the brand is to fulfill that promise Pillars: The Brand performs differently across the territories it lives in, it can even have different competitors in each territory Attributes are divided into Keywords and visual features that make a brand tangible and relevant. We designed the brand tracking model with differentiation, relevance, and trackability in mind because we have seen that symbiotic brands outperform predatory brands on social media because they understand the value of human-centric storytelling. This model is intended to help other Brands walk in the same direction and successfully capture people's attention, love and loyalty.
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