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There are companies out there that say to build a great brand, you have to follow an amazingly complex process.
Then to make it worse, they equate ‘great’ to simply a brand that is profitable. Or big.
Sure, those are factors – especially the profitable bit – but I’m not sure if that’s what makes a truly great brand.
For me, great is when you have an irrational connection with your audiences hearts, minds & wallets.
Where people will go out of their way to choose you over another … regardless of price, distribution or heritage.
In these highly competitive times, it is arguable that ‘brand’ is more important than ever.
Which goes back to how you build a great one.
Well, according to Richard Branson it’s not all that hard to do.
Sure, to make it come alive is full of complexities, demands and pitfalls, but at its heart, ingenuity … inventiveness … balls & a relentless hunger to make your brand the best in terms of experience & reputation are all that matters.
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