60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals

branding attached from the outside, most often from customer experiences, advertising, corporate trust, and customer relationships.

Managing brand is about how marketers and consumers collaborate to create meaning.

“A brand is the ‘personification of a product, service, or even entire company.

Daniel Kahneman of Princeton describes the Customer Satisfaction Treadmill.

Thanks to the Internet and wireless technologies, information is so abundant that consumers are overloaded. They have more information than they can digest, use, need, or even want.

Brands run into problems with social media when there is a lapse between what consumers expect, how the company behaves, and what they promise.

By bringing empathy into the process,

All brands should be fighting two wars at the same time—growing existing market share within a defined product category and inventing a new one.

People have character . . . so do brands.

Brands get their identity from meanings.