What’s the value of YOUR brand?

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.

A brand is CONSISTENT.  Harley

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