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

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

As content is increasingly delivered via personalized and self-scheduled social webs, viewers—not broadcasters—will decide when, how, why, and what is consumed. And they will dictate who they share that consumption with.

Advantages built on emotional values and brand meanings (e.g., Levi’s, Nike, Starbucks, Amazon, BMW, Harley-Davidson, Apple, Sony) are often the most durable.

like a person, a brand must mature and

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

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.

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.

By bringing empathy into the process,

People have character . . . so do brands.