Brand Aid, 2nd Edition

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keys to success in brand building: a summary

Branding is the concept of imbuing organizations and their products and services with human qualities and identities so that they can stand for something, share values with their customers, make promises to their customers, create emotional bonds with their customers, and generally add value beyond the product or service itself.

After having spent thirty years as a marketer and having helped more than 150 brands craft their strategies, here is what I have come to understand creates strong brands:

1. First and foremost, the brand must stand for something. Its mission, vision, and values must be clearly articulated. Furthermore, its promise must have been crafted with much forethought. And the promise ...