So You Want to Build a Brand? Here's What You Need to Understand. - Inside Intercom
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So You Want to Build a Brand? Here's What You Need to Understand. - Inside Intercom
What exactly is a brand? Hint: It’s not a company’s logo or advertising. Those things are controlled by the company. Instead, a brand is a customer’s gut feeling about a product, service, or company.
Neumeier Marty • ZAG: The #1 Strategy of High-Performance Brands
The conclusion being a brand goes beyond just a name, logo, or tagline. It's the narrative threading through your customers' experiences, linking your products, services, marketing, digital touchpoints, team, company culture, and even your investors. It's the story of who you are to them and the impact you make on their lives.
A brand clearly states... See more
A brand clearly states... See more
Koto • Early-stage branding: driving go-to-market impact
And a strong brand has to be rooted in something accessible. Something consumers can relate to either by association or by aspiration. Something that makes them feel that by supporting the brand, they are part of a community or tribe of like-minded consumers and fans. This is as true for toothpaste as it is for a cookie or, in this book’s case, a l
... See moreJeffrey W. Sass • Everything I Know about Business and Marketing, I Learned from THE TOXIC AVENGER: (One Man's Journey to Hell's Kitchen and Back)
But again, value is a perception, not a calculation, which is the reason companies make such a big deal about investing in their brand. But a strong brand, like all other intangible factors that contribute to the perception of value, starts with a clear sense of WHY.