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An Idea A Day by David Thompson

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BRANDING

DEVELOP AN ICON

Jim Blythe

PEOPLE DON’T RELATE to products—they relate to brands. This is a good thing, provided you have a stronger brand than your competitors: but how do you get that stronger brand in the first place?

For strong brand read likable brand. If people feel warm toward the brand, they will in turn feel warm toward the product, which can only be a good thing for immediate sales and future loyalty. One effective way of building likability is to create a memorable icon, a symbol of your brand that will stick in people’s minds and be entertaining.

The idea

Dry batteries have been around for over 100 years now: the first ...

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