TheRegularBrand
An AI co-pilot for data-driven brand management
We collaborated with data engineering specialist bakdata to develop The Regular Brand, an AI-based data platform designed to analyse and evaluate complex branding systems. This tool is the first of its kind to measure and visualise a brand’s level of differentiation among its direct competitors.
the-regular-brand.comWhat do Becks and Nike have in common?
The platform analyses website data for the most valuable brands in an industry (fonts, images, colours, logos, self-image) and interprets or organises them according to frequency of use. This makes it possible to compare brands while visualising industry standards and opportunities for differentiation.
Example #1
Brand colour
The Regular Brand shows which colour ranges are associated with an industry – and which aren’t.
In pharma, for example: The conventional assumption that blue dominates the pharmaceutical industry is outdated. In fact, many companies in this sector use blue, but just about all other colours are represented as well.
Example #2
Logo
The Regular Brand shows the most frequently used logo elements.
Beer, for example: Most German beer brands use coats of arms, symbols of their heritage or similar symbols combined with a serif typeface (such as Fraktur) for their logos.
Example #3
Self-image
The topic and tone of voice determine a brand’s positioning. The Regular Brand assigns an archetype to each brand to allow for comparisons between them.
Apparel and beer, for example: Both industries are shaped by the Creator and Explorer archetypes. This can reveal similarities between very different brands. For example, Becks and Nike are both Explorer brands.
From data to insights –
How it works
The Regular Brand collects brand data from thousands of websites, analysing their core elements. Using advanced methods like semantic analysis with LLMs, cluster analysis and generative AI for data interpretation and visualisation, it provides a snapshot of the current industry standards and shows how brands align or diverge from them.
Attention means everything in our scroll-down-swipe-left world. Uncompromising differentiation is one way of getting it.
Why did we build this platform?
Differentiating between similar products is one of branding’s main jobs. Brand analyses are often still done manually and rely on subjective opinions or intuition. This poses a risk when it comes to subsequent branding and marketing investments.
The Regular Brand is the first tool that systematically analyses and compares complex branding systems. It automatically integrates and analyses massive volumes of heterogeneous data from a variety of different online sources.
In addition to comparing brands within specific industries, we can use The Regular Brand for a number of different purposes:
Let's talk
The Regular Brand is a relatively new AI data product. At the moment, the platform is available for the pharmaceutical, airline, insurance, apparel and beer industries.
We look forward to hearing your thoughts and talking to you about our latest development. And please let us know if you’re interested in an evaluation of your industry or another data application. Contact us anytime: