Ever wondered how brands like Nike, Rafa, or Inov8 have etched their place in the mind of consumers? It's through the concept of 'brand lens' - a crucial tool that differentiates a brand's understanding of its sector and its role within it. In this insightful chat with our guest Bob, we unfold the significance of a well-defined brand lens, how it shapes brand communication, and why it's crucial for a brand's triumph. 

We journey through real-world examples of a new entrant in the gardening clothing sector, the sportswear giant Nike, and other brands like Rafa and Inov8 to demonstrate their unique brand lenses. Moving further, we examine a brand we haven't worked with - Ikea. Despite the common perception, Ikea's lens isn't just about affordable furniture; it's about delivering high-quality Scandinavian design to everyone. It's not just about selling furniture; it's a challenge to the rest of the furniture market. So, tune in as we demystify the power of brand lenses and their impact on successful brand communication.