1
Brands always compete with each other within their business category, and at some level, compete with all brands that want our attention, our loyalty, and our money.
2
The ability to have longevity in a world in constant flux, characterized by future permutations that no one can predict.
3
It needs an organization having clarity about its market, positioning, value proposition, and competitive difference.
4
An effective brand identity positions a company for change and growth in the future. It supports an evolving marketing strategy.
5
Organizations need to actively manage their assets, including the brand name, the trademarks, the integrated sales and marketing systems, and the standards.
6
Whenever a customer experiences a brand, it must feel familiar and have the desired effect. Consistency does not need to be rigid or limiting in order to feel like one company
7
The best brands stand for something—a big idea, a strategic position, a defined set of values, a voice that stands apart.
8
A compelling one by an effective, articulate, and passionate leader is the foundation and the inspiration for the best brands.
9
Building awareness, increasing recognition, communicating uniqueness and quality, and expressing a competitive difference create measurable results.
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