What is a brand?
A brand is about perception and differentiation. A brand makes you feel something. Pepsi drinkers hate Coke. Apple users think they’re more creative than Windows users. People identify with brands.
McDonald’s doesn’t make the best hamburgers, but they will taste and look the same anywhere in the world. You’ll get a warm, decent, cheap burger served fast.
When I order a latte at Starbucks, I get the exact same ounces of espresso all the time. It doesn’t matter which barista is working that day. The drink I ordered in San Francisco was exactly the same as the one I ordered in Bangkok.
A brand is a promise; an expectation. Read More