brand
Brand is why you care about your relationship with a company (c/o Phil Chang).
Brand strategy is the practice of building that relationship through a system of values that imprint themselves throughout the entire business–visual identity, customer interactions, corporate culture.
people don’t buy products when they understand them. they buy products when they feel understood.
If Nike announced that they were opening a hotel, you’d have a pretty good guess about what it would be like. But if Hyatt announced that they were going to start making shoes, you would have NO IDEA WHATSOEVER what those shoes would be like. That’s because Nike owns a brand and Hyatt simply owns real estate.
The Elegance of Nothing
“In the past, jobs were about muscles. Now they’re about brains, but in the future, they’ll be about the heart.”
Maria Flynn • Opinion | The A.I. Economy Will Make Jobs More Human - The New York Times
brand
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