Most organizations are jostling for some spot in the customer's mind. Brand theorists even have a fancy name for it - Mind share. For most, it is the holy grail of a successful brand strategy which is all of 3 steps really:
1 - Deciding on what you want to represent
2 - Doing it
3 - Show that you are doing it.
Ok, ok, it is not always so cold and calculated. Afterall some of the world's most exciting brands didn't set out with such an obvious agenda - at least not intentionally anyway. For these, "the brand" grew - so to speak - as a by-product of them doing a great job at serving their customers.
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