CHAPTER 2

Companies Don’t Build Brands, Customers Build Brands

What makes a brand a brand? Is it the logo? Is it the language? Can we chalk brand creation up to color choices, product placement, and renting the perfect billboard?

All of those things are important, but none of them builds your brand. What builds a brand is customer attention. If no one knows you’re in business, you’re not in business. If no one is paying attention to what you’re doing, you have no customers. If you have no customers, you have no brand.

That’s not what you want to hear—especially if you’re the person who is in charge of the time, energy, and resources that your organization puts into building your brand. It’s dis-heartening to learn that your perceived control ...

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