3 Cs of Branding
Jaap de Jonge, Editor, Netherlands
I think you are refering to clarity, consistency and constancy...
- strong brands are clear about what they are and what they are not. They understand their unique promise of value. And this promise of value sets them apart from their competitors. It differentiates them and allows them to attract and build loyalty among a desirable set of consumers.
- in addition to being clear about who they are, strong brands are also consistent. They are always what they say they are.
- it is not enough to be clear and consistent if you are not always visible to your target audience. Strong brands are constant; they are always there for their customers and prospects.
I couldn't find who first thought of these 3. Perhaps someone can contribute the author / book?