Branding
insights on the art and science of crafting a brand
Mike Renaud and
Branding
Brands have incredible influence and can guide loyal customers to try new things. Consumer loyalty is not always about wanting the same thing but exploring new things with trusted brands.
Mass advertising can help build brands, but authenticity is what makes them last. If people believe they share values with a company, they will stay loyal to the brand.
Howard Schultz • Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time
