What is Your Brand for?
There’s a lot written about brands by branding experts which often descends into mumbo jumbo pseudo science designed to allow branding experts to charge 50-100 times what graphic designers charge. (I’m sorry if that sounds a bit cynical.) But here is a different, and easier to understand way of looking at your brand.
Look at the way you deliver your products and services. If there was a major technology change, and there will be, what would remain in your customers mind about ultimate value you provided, even as they approached your competitors delivering what you used to in a new way?
May Your Business Be – As You Plan It.
Dr Greg Chapman – The Profit Whisperer
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