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60-Minute Brand Strategist: The Essential Brand Book for Marketing Professionals by Idris Mootee

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Chapter 01

All About Brands

“IN TECHNOCRATIC AND COLORLESS TIMES, BRANDS BRING WARMTH, FAMILIARITY AND TRUST.”

—PETER BRABECK, NESTLÉ

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What Is a Brand?

In a world where brands rule, products are no longer bundles of functional characteristics but rather a means to provide and enhance customer experiences. Thanks to the Internet and wireless technologies, information is so abundant that consumers are overloaded. They have more information than they can digest, use, need, or even want.

Product proliferation creates so many choices that it diminishes our ability to differentiate or choose what we truly value. Brands help us choose. They are invaluable tools that help us break through clutter to make choices based on our experience of and satisfaction with products or services.

 

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“There will be a time using a logo will be the worst thing in the world.”

—Bill Bernbach, Founder DDB

We’re a long long way from that day. The truth is that people like brands. They not only simplify choices and guarantee quality, but they also add fun and interest, provide aspirations and dreams. ...

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