A brand exists only to enable your success.
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Whether profit, growth, or societal impact — a great brand makes it possible.
Great brands achieve higher margins,
12345678910earn customer advocacy,
12345678910weather storms,
12345678910inspire people.
Brands are built through experiential touch points: products, services, websites, sales calls, events, media, social and ecological impact. The more original and authentic the experience, the stronger your brand.
- Mini…makes you feel part of a club
- Harley Davidson… tattooed on its customers
- Disney World… can tug a tear of nostalgia within five minutes
- IBM… can credibly enter any technology area related to business
- Intel… captures a premium and share dominance as an ingredient
- McKinsey… the smartest people in the room (they must be worth the money)